The Moodies – Retailer Campaign
Best Campaign – Retailer
Joint Winner
Bahrain Duty Free – ‘The Vault’
Bahrain Duty Free has taken an innovative approach to customer engagement, blending gamification, exclusive product sourcing and digital marketing. ‘The Vault’ campaign offered customers an opportunity to unlock discounts based on their spending.
Three oversized safes were strategically placed in high-traffic areas, drawing the attention of departing passengers and encouraging higher spend with tangible benefits. ‘The Vault’ boosted average transaction value +10% and recorded a +16% increase in sales over a four-month period.
A key aspect of this campaign was Bahrain Duty Free’s exclusive product sourcing, with items sourced from international trade shows in America and Japan. This strengthened the retailer’s appeal as a destination for curated duty-free goods.
Partnerships with Gen Z influencers such as Ahmed Fit, Alaa Bahrain and television personalities Shaima Rahimi and Mohamed Isa extended the campaign reach beyond the airport. Focused on experiential retail, Bahrain Duty Free’s ‘The Vault’ combined creativity and customer-centricity, navigating market trends to drive growth.
What the judges said:
“A prime example of how an interactive and visually striking concept can elevate retail experiences. Its success lies in its simplicity and its ability to tap into the allure of luxury and rewards, driving a +16% sales increase over four months.”
Highly Commended
ARI – The launch of Dublin Airport Duty Free & Cork Airport Duty Free
In June 2024, ARI unveiled its rebranded Dublin and Cork Airport Duty Free stores, replacing The Loop with an identity reflecting the cities’ distinctive heritage. The launch highlighted ARI’s commitment to sense of place, blending historical and contemporary elements in store design, uniforms and branding. Supported by a €100,000 omnichannel campaign, the initiative boosted brand awareness and consumer engagement. Key results included over 1 million impressions on the retailer’s Instagram channel between 26 June and 10 July.
Bahrain Duty Free’s focus on personalised shopping experiences strengthened customer loyalty
Partner’s message
Partner’s message
The Moodie Davitt eZine
Issue 343 | 7 March 2025
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (MA Travel Retail). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com