China Report

Memorable campaigns and launches of Lunar New Year 2021

The COVID-19 crisis still looms over travel retail, but brands, airports and retailers are still finding creative, eye-catching ways to usher in the Year of the Ox.

DFS Group rings in the Year of the Ox in-store and virtually

Leading luxury travel retailer DFS Group has maintained its strong tradition of marking Lunar New Year with style and colour by launching a campaign that combines exclusive offers, in-store activations and interactive online activities. It runs across selected stores in its T Galleria by DFS network (Macau, Hong Kong, Sydney and Auckland) and through its online platforms until 28 February.

For the Year of the Ox, DFS has developed a curated list of products across its luxury pillars – Beauty and Fragrances, Fashion and Accessories and Watches and Jewelry. It is also hosting a Lunar New Year livestream event on 9 February with offers and exclusive ranges from brands such as Chopard, Hennessy and more.

DFS is extending its online reach by creating stickers and filters for Instagram, WeChat and WhatsApp and inviting customers to set their intentions for the new year using DFS’ own New Year’s resolutions generator (see next page).

In the stores themselves, festive celebrations include lion dances, visits from the God of Prosperity and lucky red packets as well as special promotions and games with prizes to be won.

“Lunar New Year is traditionally a time for family, friends, giving, happiness and good fortune. Through this year’s Lunar New Year campaign, we hope we can share the joy of this auspicious holiday with our customers and help them celebrate the new year and treasure these special moments with their loved ones,” said DFS Executive Vice President Global Marketing and Beauty Merchandising Christophe Marque.

The retailer has developed a curated gifting offer across its luxury pillars, aimed at family, friends or oneself

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The Moodie Davitt eZine Issue 291 | 9 February 2021

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