ARI Unveils New Global Marketing Campaign for the Conscious Shopper

Air Rianta International (ARI) unveiled its new global marketing campaign, Small changes, big differencewhich aims to help customers make purchasing decisions that are more environmentally and socially responsible.

Launch in front World Earth Day 2022 across its global park, the Little Changes, Big Difference campaign is an integral part of ARI’s five-year environmental, social and governance (ESG) strategy, which has been updated to reflect evolving changes in consumer behavior at as we emerge from the global pandemic. The campaign brings the company’s strategy to the everyday travel retail customer in a fun, interactive and value-added retail experience.

Recent consumer insights from m1nd-set on the importance of sustainability in travel retail indicate that shoppers are increasingly concerned about sustainable living since the pandemic. 75% of international passengers pay particular attention to sustainability when shopping at duty free, while 71% prefer to buy brands that proactively demonstrate social, ethical and environmental values.

Nuno Amaral, Director of Operations and Business Development at ARI said, “At ARI, we are committed to conducting our business in a socially, ethically and environmentally responsible manner for our customers, our partners and our team. We have ambitious commitments as part of our ESG strategy – including eliminating single-use plastics from ARI’s retail and office operations by the end of 2023 – and innovative marketing campaigns like Little Changes, Big Difference allow us to take these engagements from the boardroom to the retail environment.

Key areas incorporated by the Small Changes, Big Difference include:

  1. Certified quality – better for you, forest friendly and guaranteed quality
  2. Sustainability – sustainable cocoa, recyclable packaging and local origin
  3. Food preferences – organic, vegan and meatless
  4. Free From – sugar-free, alcohol-free and dairy-free

This omnichannel campaign will engage customers across all available touchpoints, including in-store, ARI’s e-commerce platforms, and social media. In-store, brands and products will be featured on high-impact promotion sites and gondolas, with colorful signage to highlight sustainable attributes; digital screens will engage customers with animated content to explain the campaign as well as highlight key products and special offers; and the point-of-sale displays themselves will be constructed of sustainable materials.

The fully integrated omnichannel experience will include directional banners and a new bespoke landing page. Passengers will also be engaged pre-trip through paid social media and the use of QR codes at all customer touch points.

Global Head of Marketing at ARI, Laura Toner, said: “We understand that customers want to make more environmentally friendly purchasing decisions, but can sometimes feel confused or overwhelmed. Our Little Changes, Big Difference campaign gives a voice to the products that are best for everyone, from healthier food and drink choices to sustainable packaging and ethical sourcing. We empower our customers with more conscious shopping power through our clever use of creative messaging and storytelling. »

Some of the initiatives underway across ARI’s World Heritage as part of the broader ESG strategy:

New carrier bags made from 100% recycled plastic are now used in all ARI retail outlets. These bags are both reusable and recyclable.

In New Zealand, reusable zip ties for Shop and Collect parcels have been in place since February 2022 and customers are encouraged to buy reusable bottles when taking advantage of the free drinking water.

In Canada, Loop Duty Free International at the Montreal airport launched the LXR boutique to its retail offering in September 2021 – a vintage and pre-loved luxury retailer that specializes in authentic handbags and accessories. Mat & Nat, the premium vegan leather accessories brand, is also launching at Loop Duty Free International this year with its range of fashion-forward accessories made from recycled materials.

In Cyprus, ARI uses sustainable display gondolas made from 100% reclaimed wood.

In support of Bahrain Duty Free’s ESG initiatives, the team collaborated with Clean Up Bahrain and joined a Beach Clean Up activity at Askar Beach. In addition, Bahrain Duty Free has also helped support the national afforestation campaign, Forever Green, which has pledged to plant over 50,000 trees at 27 sites in an effort to reduce the effects of climate change.

In Dublin, a dedicated range of products and brands champions a sustainable future. the Refresh, recycle water initiative offers passengers fresh, locally sourced Irish spring water in recycled plastic bottles. Eco Nation is a range of soft and cuddly animals made from approximately 8 500ml recycled plastic bottles.

William L. Hart