The Moodies – Omnichannel Campaign/Strategy
Best Omnichannel Campaign or Strategy
Joint Winner
KOSÉ Travel Retail – Feel Japanese Omotenashi with DECORTÉ
KOSÉ Travel Retail’s Feel Japanese Omotenashi Hospitality with DECORTÉ campaign, executed from October to November 2023, leveraged omnichannel strategies to engage Chinese tourists visiting Japan. With a budget of €500,000, the campaign targeted new customers and encouraged repeat purchases by offering a holistic experience across multiple touchpoints.
The campaign included pre-trip advertisements on online travel agency Ctrip, using uniform visuals, banners and a promotional video to generate early interest. Additionally, three DECORTÉ theme flights were operated with Juneyao Air from Shanghai to Tokyo in October and November, distributing travel sets and laminate samples to business and economy class passengers, offering an exclusive product trial inflight.
Hotel sampling also played a key role, with 50,000 laminate sample sets distributed across 11 hotels in Tokyo, Osaka and Kyoto, prompting 0.6% of recipients to visit duty-free stores. In-store, KOSÉ embraced Omotenashi hospitality with digital lucky draws, personalised message cards and Omamori gifts, enhancing customer engagement and satisfaction.
The campaign achieved 4.7 million impressions and led to a +360% increase in store visits and a +289% rise in sales year-over-year. The strategy was successful in driving both foot traffic and consumer loyalty, reinforcing DECORTÉ’s standing as a go-to beauty brand in Japanese travel retail.
What the judges said:
“An impressive breadth of channels utilised to engage and convert customers... effectively integrated pre-trip OTA ads, inflight themes, hotel sampling and immersive in-store experiences across 12 duty-free locations in Japan.”
Highly Commended
Shiseido Travel Detail – Nars Voyage
The Nars Voyage campaign was centred around the launch of the travel retail-exclusive 2024 collection, amplified by Shiseido Travel Detail online through WeChat, paid media and key opinion leaders’ content. The experience targeted Chinese travellers through an immersive offline activation launched in partnership with the China Duty Free Group at the cdf Sanya International Duty-Free Shopping Complex in Haitang Bay. The omnichannel campaign delivered +30% growth in consumer purchase compared to July 2023, with average transaction value rising +31%. The campaign also featured interactive elements such as the Virtual Try-On service and WeChat Mini Program.
The campaign aimed to provide customers a glimpse of Japanese Omotenashi hospitality across multiple touchpoints in travel retail
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