Best Overall Use of Social & Digital Media – Retailer

Le Clos – the fine wine and luxury spirits retailer established by Maritime and Mercantile International (MMI), a subsidiary of The Emirates Group – has long been a key player at Dubai International Airport. In recent years, Le Clos has strengthened its omnichannel presence, blending digital content, ecommerce and in-store experiences to engage a global audience.

Its digital strategy focused on aspirational and educational content, driving both online and in-store conversions. A key highlight was the ‘Explore Bordeaux’ campaign, which featured MMI Head of Fine Wine Oliver Dixon visiting Bordeaux’s top châteaux. The campaign, shared across Le Clos’ social channels and Emirates Ice inflight entertainment system, provided behind-the-scenes insights into the wine-tasting process.

The ‘Explore Bordeaux’ campaign increased social media engagement by +20% and recorded +10% follower growth. Website traffic grew +15%, and footfall at Le Clos boutiques saw a notable uptick. The click-and-collect service, which allows passengers to pre-order and pick up purchases at Dubai International Airport, also contributed to increased sales.

The Le Clos Instagram channel, @exploreleclos, also showcased latest product launches, combined with a customer relationship management strategy that integrated email updates for releases and thematic campaigns. The same messaging was reflected in-store and across the website to create a 360-degree retail experience.