Travel retail highlights

An innovative social media campaign developed by Luxottica and DFS has boosted the worldwide exclusive launch of two models from the Ray-Ban Marshal sunglasses collection.

The two frames featured on DFS’ WeChat, Weibo, Facebook and Instagram channels, while a WeChat competition ran from 17 October until 7 November. Chinese DFS followers were invited to share a picture of their Ray-Ban purchase on the social media platform and the three best posts had a chance to win an iPhone X.

The launch of the two models began last month at DFS airport and T Galleria by DFS stores and was accompanied by marketing activities throughout the customer journey, from pre-departure to arrival in-store.

Dedicated promotions will take place at T Galleria by DFS, Singapore and T Galleria by DFS Macau, Studio City, while interactive photo booths were available at both locations in September and October.

The launch underlines the importance of achieving the right mix of online and offline visibility in attracting travellers’ attention.

"The launch underscores Luxottica’s commitment to differentiating the sunglasses offer in travel retail," said the company.

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The Moodie Davitt e-Zine | Issue 252 | 16 November 2018