Best Integrated Campaign

What must rank as one of the most integrated, intelligent and innovative travel retail launches was unveiled at Hamad International Airport (HIA) on 1 February 2021, involving four stakeholders and a hugely ambitious 360° marketing campaign. Qatar Duty Free, HIA, Qatar Airways and Dior celebrated the worldwide exclusive unveiling of the new Tobacolor by Maison Christian Dior fragrance. It marked the first-ever launch of a Maison Christian Dior fragrance into travel retail. The strategy was to conduct a tightly targeted, seamlessly integrated campaign across a multiplicity of media environments and formats, leveraging the unique Qatar Airways quaternity of airline, airport, retailer and brand to communicate at all stages of the passenger journey. It also offered incentives and offers to buy for Qatar Airways passengers, notably during the month of exclusivity during February.

Qatar Duty Free set out to create a campaign look and feel that worked equally powerfully across a wide range of media environments from the small screen of an iPhone to large exterior billboards at HIA, and that enhanced the premium brand values and status of Dior and the retailer itself. The campaign included a PR launch, pre-flight and inflight promotions, plus strong calls to action in the stores and across social media. Overall results were “extremely positive” according to Qatar Duty Free, and all KPIs and industry standards were exceeded by “statistically significant margins”. Spend per passenger (compared to the previous comparable month) and average transaction values soared, with a reach of almost six million passengers and potential customers.

Qatar Duty Free said: “The campaign was a predominantly digital-led execution delivering a unified message and creative identity, integrated successfully across significantly different touch points involving many contrasting environments and platforms that also included non-digital. “This campaign was the first of its kind of this scale for QDF, with QDF, HIA and Qatar Airways achieving a degree of seamless connectedness between brand messaging and passenger journey not seen before in travel retail. This integration led to high levels of customer engagement resulting in exceptional commercial results in terms of sales value, ATV and sales per passenger.”