Travel Retail Highlights III
Dufry delights in Antalya
Dufry recently unveiled an ambitious and experiential summer campaign themed ‘I Love Antalya’ at Antalya Airport. The retailer said the campaign reflects Antalya’s vibrant spirit, drawing inspiration from the resort city’s diverse colour palette – the tranquil turquoise of its seas and the golden hue of its sun, while shades of green and orange symbolise its lush forests and picturesque cliffs.
In-store events featuring the tagline ‘Discover Local’ showcase the richness, cultural heritage and historical legacy of Antalya and Türkiye, offering passengers a unique travel experience filled with regional flavours and engaging events.
Dufry Türkiye has worked closely with Fraport TAV Antalya Airport, which has supported the campaign by installing large banners in check-in areas to greet passengers. Social media opportunities are available at key stages of the passenger journey through the airport to enable photo and selfie opportunities.
Promotional spaces in Dufry’s store have been reimagined using traditional Turkish flooring and décor, while retail staff are wearing traditional dress and special t-shirts to support the campaign.
Dufry said it is committed to delivering engaging and immersive in-store experiences, an approach integral to the I Love Antalya campaign,
Noting the Antalya region has much to offer in terms of local products, Dufry has curated a range of samplings. These include Raki and wine tastings featuring Dufry-exclusive products and sampling of delicacies such as Turkish Delight and Baklava.
Tastings of local cheese and nuts and samplings of Turkish tea with local biscuits are another drawcard. Passengers are being treated to Turkish coffee roasted in-store, while Turkish olive oil, featuring local herbs and spices, adds to the localised gourmet allure.
Passengers flock to the Dufry store to see a local dance performance
Comment: Sense of Place is an oft-quoted concept in our industry and we think a critical one. Our long-time capitalisation of the words underlines our belief in the importance of airports, retailers and F&B operators showcasing a city, region or country's craft and culture, history and heritage, tastes and traditions.
It's not simply about having a quality destination offer or a themed design (though all that matters) but about how you bring it to life. I Love Antalya, a wonderful evocation of Antalya and Türkiye, delivers all that and more in emphatically and joyous local style.
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