Travel retail highlights
Celebrating spontaneity in Sanya
A recent Ray-Ban campaign leverages the power of Hainan Island’s expanded offshore duty free shopping policy and reinforces Luxottica Group’s commitment to the Chinese consumer. As with our featured Shiseido campaign on the previous page, it highlights the faith that brand owners are showing in the resurgent China market.
The Italian eyewear house teamed up with China Duty Free Group (CDFG) to launch the Ray-Ban ‘You’re On’ campaign at the Sanya International Duty Free Shopping Complex on Hainan Island. It included the launch of two new styles, one a travel retail-exclusive pair, the second featuring a new colourway specifically developed for the Greater China region.
Luxottica Group is a Platinum Partner of the Virtual Travel Retail Expo, which takes place from 12-16 October
Importantly, the campaign has been supported by a 360-degree omnichannel programme with dynamic visual merchandising, highly-targeted advertising, social media promotion and a KOL collaboration.
Chinese KOL 辰TK — who has 810,000 followers on WeChat — helped promote the two new sunglasses styles by taking his followers on a tour of the Ray-Ban boutique.
The campaign was also amplified through highly-targeted advertisements across various touchpoints at the CDF Mall and through CDFG’s owned social media channels on Weibo and WeChat.
Chinese KOL 辰TK took his 800,000 WeChat followers on a tour of the Ray-Ban boutique
The KOL connection and tie-up with CDFG helps reinforce the sunglasses category to consumers in one of the only growth markets in the travel retail world.
*Luxottica is a Platinum Partner at the Moodie Davitt Travel Retail Expo, which begins on 12 October.
The Moodie Davitt eZine Issue 284 | 30 September 2020
The Moodie Davitt eZine is published 12 times per year by The Moodie Davitt Report (Moodie International Ltd).
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