The Moodies – ESG Campaign
Best Environmental, Social and Governance Campaign – Retailer
Winner
Lagardère Travel Retail UAE & Pangaia – Bee the Change Awareness Campaign
Lagardère Travel Retail UAE teamed up with materials science company Pangaia to launch the Bee the Change campaign at Dubai International Airport in December 2023, raising awareness about the critical role of bees and other pollinators in the ecosystem. This initiative, aligning with Pangaia’s commitment to sustainable fashion, reached international travellers through 15+ retail and food & beverage outlets in Terminal 3.
As part of the campaign, with a budget of €10,000, Lagardère distributed 20,000 educational bookmarks. Strategically placed table talkers with QR codes linking to more information and calls to action recorded 2% click-through rate.
The initiative reached 11.5 million people across various channels, including a targeted influencer campaign – strategically coinciding with COP28 – that reached 2.9 million users and generated €700,000 in PR value. The Bee the Change collection in Pangaia stores sold out in one month, with a second order sold through in six weeks.
Lagardère Travel Retail UAE extended the concept to Dubai International’s digital platforms, check-in screens and social media. Thematic staff uniforms, an exclusive honey-based menu and immersive in-store displays further engaged travellers. The campaign not only raised awareness but also sparked conversations about sustainability, driving both footfall and customer engagement.
Lagardère Travel Retail helps safeguard pollinators as a founding member of Pangaia’s Trillion Bee coalition, which funds key biodiversity projects
What the judges said:
“The objectives are clear and align well with the campaign’s environmental focus. The budget was leveraged creatively, demonstrating efficiency in driving significant awareness.”
“The strategy was highly effective, with a multi-channel approach that engaged travellers both in-store and online.”
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