Hailing a travel retail ‘Quaternity’
The worldwide reveal of the new Tobacolor by Maison Christian Dior fragrance at Hamad International Airport last week brought together an alliance of four parties to dazzling effect. We report on a groundbreaking launch in Qatar.
What must rank as one of the most integrated, intelligent and innovative travel retail launches was unveiled at Hamad International Airport on 1 February, involving four stakeholders and a hugely ambitious 360° marketing campaign.
Qatar Duty Free, Hamad International Airport (HIA), Qatar Airways and Dior celebrated a spectacular ‘Travel Retail Quaternity’ worldwide exclusive launch of the new Tobacolor by Maison Christian Dior fragrance with a grand unveiling.
The introduction marks the first-ever launch of a Maison Christian Dior fragrance into travel retail.
The fragrance – an Oud inspired by notes and tones from the Middle East – is available exclusively at Qatar Duty Free throughout February before being rolled out worldwide.
HIA and Qatar Duty Free have developed a series of pioneering partnerships with leading luxury brands in their mission to bring travellers the world’s best in airport entertainment, leisure and attractions. This latest launch leverages the retailer’s position within a uniquely powerful Trinity of retailer, airport and airline and their joint ability to offer targeted products and services and to deliver memorable consumer experiences.
The official reveal of Tobacolor by Maison Christian Dior was celebrated at a grand unveiling ceremony officiated by Qatar Airways Group Chief Executive His Excellency Mr. Akbar Al Baker (second from left of the five dignitaries). Also in attendance were (from left) LVMH Perfumes & Cosmetics General Manager Travel Retail Frank Dagher Hayeck, seen welcoming his partners; French Ambassador to Qatar, H.E. Mr. Franck Gellet; HIA Chief Operating Officer Engr. Badr Al Meer and Qatar Duty Free Vice President Operations Thabet Musleh
Passengers flying with Qatar Airways in February will receive personalised invitations to visit the Dior boutique at Hamad International to discover Tobacolor. There they will be offered a complimentary engraving on the purchase of any 250ml bottle of the Maison Christian Dior fragrance.
The airline’s Premium Class passengers are also invited to collect a discovery-size bottle of Tobacolor from the boutique. For those looking for a unique gift, all travellers passing through HIA can purchase customised ‘Qatar’ gifting sets featuring Arabic calligraphy along with their purchase of the Tobacolor fragrance.
Qatar Airways Group Chief Executive His Excellency Mr. Akbar Al Baker said: “I am delighted to unveil a worldwide exclusive for our Trinity of Qatar Duty Free, Hamad International Airport, and Qatar Airways, in partnership with our friends at Dior. Within our enviable Trinity we strive for excellence and innovation in all areas. Product exclusives like this are an important part of our world-class retail offer – giving our passengers yet another reason to fly with us via the Best Airport in the Middle East.”
HIA Chief Operating Officer Engr. Badr Mohammed Al Meer said: “We continue to work with our partners at Qatar Duty Free and Qatar Airways to elevate the passengers experience throughout their entire journey. This exclusive launch speaks to our ever-expanding offerings that bring the finest names in luxury retail together under one roof for our passengers to enjoy. As we expand to accommodate more passengers in the coming years, we will continue to deliver on Qatar’s well-earned reputation as a destination of authentic and diverse experiences.”
Qatar Duty Free Vice President Operations Thabet Musleh said: “We are proud to once again partner with Maison Christian Dior to launch their latest fragrance, Tobacolor, at Qatar Duty Free as a worldwide exclusive. We are delighted to be uniquely positioned to work with our brand partners to bring amazing and unique personalised experiences to our customers at every stage of their journey.
Guests also enjoyed a Tobacolor-inspired menu of canapés and dishes created with the plum, citrus and smoky notes of the fragrance
“It is because of this and the resilience of Qatar Airways and HIA, both awarded the 5-Star COVID-19 Airline Safety Rating By Skytrax, that QDF was the preferred partner for Dior and to host the worldwide launch of the amazing Tobacolor. We are delighted to continue to build on our strong brand and product portfolio to create a world-class shopping experience for our travellers.”
LVMH Perfumes & Cosmetics General Manager Travel Retail Frank Dagher Hayeck said: “At Christian Dior, we have always been passionate about perfume, and it is part of our history. In addition to our love for fragrances, we have built a unique relationship with Qatar Airways group for many years now. So I am delighted to be here with you to launch officially the worldwide exclusivity of Tobacolor, the latest iconic fragrance from Maison Christian Dior, created by François Demachy, our Perfumer-Creator.”
A 360° marketing campaign
Memorably, QDF has created a 360° marketing campaign to communicate the worldwide exclusive launch of Tobacolor to Qatar Airways passengers pre-flight, in the air, at the airport and during their shopping experience.
The Qatar Airways stakeholders are leveraging multiple touchpoints across all stages of the passengers’ journey, including the Qatar Airways website and newsletters, onboard Qatar Airways’ Oryx One inflight entertainment system, and through a media display takeover at HIA – including high-profile digital screens and one of the new airport approach road backlights – as well as across social media channels. Several key local influencers were invited to the event, sharing posts with a vast regional and global audience.
Tobacolor can be found at the Dior Boutique inside the Beauty Store in the South Node retail plaza that also includes an impressive selection of names including Dolce & Gabbana, Tom Ford, Estée Lauder, Lancôme and Yves Saint Laurent. Expect more ambitious launches to build on this impressive roster as airline, airport and retailer deepen their partnerships with the leading brands of the world.
360° marketing en route, at the airport and inflight
The Moodie Davitt eZine Issue 291 | 9 February 2021
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