The power of partnership comes alive in Dublin

Aer Rianta International (ARI) has a proud track record of establishing partnerships through its global operations, but a few days ago it set a new benchmark much closer to home. On 29 February, ARI Ireland played host to some new permanent partnerships at Dublin Airport T2 – as a number of women proposed to their male partners in a specially created ‘chapel’ in the heart of the terminal.

Was the retailer aiming to create a new kind of (down the aisle) footfall? Or with the Vegas-style Little White Chapel preaching the message of religious rather than shopper conversion? No. In fact, it was simply following a long-standing tradition. In many cultures, 29 February is the date when women can take advantage of the leap year to propose marriage to their men. In Dublin, even Elvis was on hand to smooth the path of love – as this terrific video footage from the day shows.

The media team at DAA – which has had to battle plenty of negative headlines about the company in recent years – did a great job of raising the airport’s profile and that of the retail offer. The story was picked up by a number of local and national broadcasters, and crucially, encouraged travellers to arrive early to take part or just watch the show.

ARI Ireland says that all of this activity delivered a healthy boost to its commercial business. Little wonder that it’s already looking ahead to a repeat – though it will have to wait until February 2016…

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  • As the Leap year proposal may have been at the instigation of St Brigid, giving St Patrick a hard time about guys taking too long, this concept is rather appropiate for Ireland & DAA.