Client brief

While Duty Free Shopping is familiar with anyone that’s travelled through an airport, Aer Rianta presented a unique challenge for the OLIVER digital team by tasking us with helping to drive their online business in three regions; Dublin, Montreal & Auckland. As it’s not the typical understanding of how travel retail/duty free shopping operates, it presented unique challenges and required a thorough discovery session to see how we could effectively and efficiently create a positive impact for the client.

Aer Rianta International

Paid Media Campaign

Following a lengthy discovery period, where we evaluated ARI’s existing digital infrastructure, conducted deep dives to get an understanding of the cultural and behavioural nuances within each region, the OLIVER team developed a digital market strategy to implement over 2022.

This marketing strategy sought to make our digital advertising focused, and ruthlessly efficient in order to deliver the best results for the business. It was focused on three main stages of advertising activity across Social & Digital Media channels.

Awareness: Driving key messages around ARI’s value proposition, and education potential passengers around the convenience provided by their online and Click & Collect services. We curated audiences whose digital activity gave us a strong indication of their intent to travel; thus making them in-market.

Engagement: The next stage of the marketing strategy was to deliver more specific promotions comms; calling out specific offers based on seasonality, or travel retail exclusive products. Interested based and soft-retargeting allowed us to put more tactical messages in front of people who had shown an interest in our business, while also displaying those intent-to-travel signs.

Conversion: Finally, we sought to drive sales; either directly online, or through in-store activity. Re-targeting website visitors with products/brands specific to their on-site activity helped drive relevant comms and increased the likelihood, while in-store referral discount codes enabled us to use our digital channels to help track the impact on offline sales.