The question is what you do with them.
Purposely works with airports, travel retailers, and brands to turn one of the world's most complex commercial environments into one of its most rewarding ones.
Brilliant ideas.
Wrong environment.
Same result.
Airports are unlike any other commercial environment. Journeys are non-linear. Time is compressed. Operations shape every decision. What works downtown consistently fails airside.
Most airport marketing creates visibility but not engagement, not conversion, and not lasting value.
This isn’t a creativity problem. It’s a strategy and alignment problem. And it requires a different kind of thinking to solve.
We help you
build marketing
that actually
works in airports.
Not adapted from somewhere else. Designed specifically for the complexity, pace, and commercial reality of airport environments.
We work upstream, providing clarity, structure, and strategic direction so your teams and partners can execute with confidence.
01
Strategy & Positioning
We define where you play and how you win in the airport environment. Built to perform, not just to be seen. Clear positioning, focused priorities, and a commercial roadmap built around passenger reality, operational constraints, and business objectives.
→ Stronger differentiation
→ Better decision-making
→A clear path to grow
02
Campaigns & Experiences
We don’t run campaigns, we define how they should work. We set the strategic and creative direction for campaigns and in-airport experiences, aligned with passenger journeys, dwell time, and conversion moments. Every activation is relevant to the moment and connected to the journey.
→ Relevant to the moment
→ SConnected to the journey
→ Built to perform
03
Content & Omnichannel
We align your entire marketing ecosystem into one coherent system. From content to digital, from in-terminal to partners, from data to storytelling, everything works together under one clear direction. Including content strategy, omnichannel structure, passenger intelligence, and alignment across airports, retailers, and brands.
→ One coherent brand experience
→ Smarter use of passenger intelligence
→ Consistent across every touchpoint
Ready to design a system that
actually works in your terminal?
There’s a reason airport marketing underperforms.
Most of it runs without a backbone.
We fix that
with A.M.O.R.™
The Airport Marketing Operating Runway connects the five things that always break down in isolation: Strategy · Teams · Channels · Partners · Experience, into one clear, aligned way of working. No disconnected campaigns. No fragmented execution. No pilots that go nowhere.
We don’t adapt general marketing
to airports. We design marketing specifically
for them.
Augusto Deymonnaz
Founder & Principal
Most consultancies bring frameworks built for other industries and adjust them for the terminal. We don’t. Purposely was founded by Augusto Deymonnaz with over two decades of marketing leadership across more than 60 countries, from emerging regional hubs to the most awarded airports in the world.
We have run the strategies. Managed the partnerships. Navigated the operations. We know what works airside because we have done it, not just advised on it. That is the difference.
→ Real airport experience from the inside, at the highest level
→ Global travel retail expertise across 60+ countries and cultures
→ Commercial creativity, where brand, retail, airline and experience intersect
Performance without meaning doesn’t last.
Meaning without performance doesn’t either..
Every strategy we design is filtered through three lenses, because in today’s travel retail environment, what you stand for is as important as what you sell.
Human Connection
Marketing that earns attention through emotion, not interruption.
Collective Good
Strategies that support culture, inclusion, and community at every touchpoint.
Planet Impact
Decisions that drive sustainable behaviour, not just sustainable messaging.
Meaning → Relevance → Conversion → Growth
The opportunity is real. The gap is documented.
The strategy is missing.
-12
%
Non-aeronautical revenue per passenger was still 12% below 2019 levels in 2024; even though global passenger traffic had already recovered to 4% above 2019. The problem is no longer traffic. It is extracting more value from every traveller.
93
%
Of travellers say they are open to having a relationship with their airport, yet 21% report having no marketing interaction with it whatsoever. The audience is willing. The relationship is missing.
%
68
Of duty-free shoppers in Q2 2026 were either undecided about what to buy or bought completely on impulse. The opportunity is not simply to capture existing demand, it is to influence the decision while it is still being made.
Sources: ACI World (2026) | Airport Dimensions (2024) | DFWC × m1nd-set (Q2 2026)
If your airport marketing feels fragmented, slow, or stuck; let’s look at it together.
In 30 minutes, we can identify where performance is leaking and where the real opportunity lies. No pitch. No pressure. Just a focused conversation with someone who has been inside the problem.
hello@thisispurposely.com · Tel +34 624 598 439 · Spain | Working Globally