ARI celebrates a year of growth and transformation

Published Features

ARI celebrates a year of growth and transformation

24 Jun 2024

In a recent article with The Moodie Davitt Report, Laura Toner, Global Head of Marketing discussed the impact of bringing joy to the business, one year on for the ARI brand refresh and in celebration of National Day of Joy.

In February 2023, we at ARI unveiled our new brand identity, encapsulating the essence of ‘Joy On Your Way’. This bold initiative marked a pivotal shift for us as a global travel retailer, laying the foundation for an ambitious growth strategy while emphasising the power of joy in every interaction. Now, a year later, as we prepare to celebrate the National Day of Joy, it’s the perfect time to reflect on the significant milestones we’ve achieved and the smiles we’ve brought to passengers’ faces worldwide.

The dawn of a new brand identity

Our rebranding was not just a superficial change, but a deep-rooted transformation aimed at aligning our corporate and consumer-facing identities. With a new visual identity and the vibrant expression ‘Joy On Your Way’, we set out to differentiate ARI in the travel retail industry. Our goal was to harness the universal emotion of joy, transcending cultures and borders, to enhance the travel experience for our customers.

Our goal was to harness the universal emotion of joy, transcending cultures and borders.

Laura Toner

ARI Global Head of Marketing

When we first discussed the concept of joy during the brand-building phase, we instinctively knew it felt right for ARI. Joy was the ‘secret ingredient’ we couldn’t quite define before – the unique essence that set ARI apart from other travel retailers. This realisation was a gamechanger, and we decided to embrace it wholeheartedly. We identified that ‘Joy’ was a fundamental truth about who we are and what we offer. While others may attempt to imitate it, they don’t possess the inherent joy that defines ARI.

The journey to this realisation wasn’t straightforward. It involved introspective workshops, feedback from team members across the globe, and even insights from our passengers and customers. It was a collective effort that solidified our belief in the power of joy.

The power of joy in action

From the outset, the brand refresh aimed to unify our vision, our purpose and our Customer Value Proposition (CVP). Our global approach ensured clarity, cohesion and consistency across all brand activities. This alignment was pivotal in reshaping both internal and external perceptions of ARI, fostering a culture where joy is at the forefront of every interaction.

To read the full article and find out more about the global impact of our rebranding, please click here!

Global marketing teams from around the world have played a key role in developing and rolling out the message of joy

A joyful Valentine’s Day-themed activation at Cyprus Duty Free

The Barbados team celebrate Easter with a selection of chocolate treats

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A moment of collective vision for ARI

In 2022, I shared our vision for the new brand with the global marketing teams at our annual Global Marketing Forum. The sneak preview of ‘Joy On Your Way’ resonated deeply with everyone in the room. The enthusiasm and support from our marketing teams was overwhelming, and their collective momentum and spirit has been a huge driving force in bringing the vision to life.

The marketing teams now have ‘calendars of joy’, centralising their marketing and customer experience planning to ensure continuous moments of joy for customers.

National Day of Joy on 26 June is a pivotal moment and the teams across the world are hosting activities all week. In fact, in Portugal the marketing team has now crowned June as their official ‘Month of Joy’ forever more. You can see in these photos some incredible moments of joy and the incredible people that bring them to life.

To read the full article, and to view the full collage of our joyous global marketing teams, please click here!