Year in Review
Memorable campaigns of 2021
We review some of the most engaging travel retail consumer campaigns of the year, with a focus on those that used multiple channels to extend their reach.
An industry ‘quaternity’ comes together in Qatar
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, 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. Spend per passenger (compared to the previous comparable month) and average transaction values soared, with a reach to almost six million passengers. *This launch won Best Integrated Campaign (Retail) at The Moodie Travel Journey Digital Awards 2021.
Hennessy’s spirit of Spring
Hennessy welcomed the Spring Festival and Chinese New Year in spectacular style by creating a series of immersive spaces and selected travel retail pop-up stores in Hainan. The Cognac house chose the festive occasion to express Chinese New Year’s wishes through personalised gifts and accessories and enhanced customer experiences. To honour the Year of the Ox, each retail environment was adapted in the spirit of ‘Spring’, a specially commissioned artwork by the world-renowned, award-winning Chinese artist Liu Wei. It ran across numerous physical stores in Hainan offshore duty free, complemented by dedicated digital platforms including a campaign microsite and a Hennessy WeChat Mini Program, alongside a TikTok challenge to win prizes and redeem e-coupons. Hennessy also encouraged customers to ‘Share Your Hennessy Moments’ on social media with specially created festive emojis. Livestreaming events in collaboration with popular social media personalities and a media partnership with UnionPay further enhanced the engagement experience by connecting with Hennessy fans.
Central to each space in the physical campaign was a poetic red Wishing Tree, hung with lanterns and a ‘selfie swing’. Messages could be written in gold ink, photographed and shared across social media
‘Let’s Grow Happiness Together’
In March, Lancôme Travel Retail Asia Pacific partnered with China Duty Free Group (CDFG) to unveil a colourful ‘Let’s Grow Happiness Together’ pop-up at the Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan. The pop-up — which was launched to celebrate International Women’s Day (8 March) — featured a sustainable eco-design concept inspired by Lancôme’s ‘Domaine de la Rose’ farm. Notably, the eco-friendly 20sq m space was developed in line with Lancôme’s global sustainability programme called ‘Caring Together for a Happier Tomorrow.’ The activation also marked the exclusive debut of the Lancôme Absolue Soft Cream Refill station, which is an innovative refill system that promotes circular economy practices. The ‘Let’s Grow Happiness Together’ pop-up featured two interactive and educational retailtainment elements. First, visitors could create their own virtual rose bouquets by scanning a QR code at the ‘Sustainable Table.’ For every virtual bouquet created, Lancôme Travel Retail Asia Pacific pledged to plant an organic rose at its Domaine de la Rose farm in Grasse, France. Guests could also take a virtual bike ride on the ‘Sustainable Energy Bike,’ enjoy scenic views of the Domaine de la Rose farm and learn all about renewable energy production. The promotion was a powerful example of how beauty can combine with sustainability to spectacular effect in a travel retail environment. *This collaboration won a prize as Best CSR or Cause Advocacy Campaign in this year’s Moodies Travel Journey Digital Awards.
In full bloom: The ‘Let’s Grow Happiness Together’ pop-up combined beauty with sustainability and commanded attention at the outdoor atrium of the CDF Mall
Futuristic Phantom: Puig creates most ambitious travel retail activation yet
To celebrate the travel retail exclusive pre-launch of the Paco Rabanne Phantom fragrance, Puig launched a spectacular and ambitious omnichannel campaign, which embraced over 100 Phantom pop-ups and omnichannel activities in EMEA, Asia Pacific and Americas travel retail from July to September. Puig described this as its most ambitious travel retail campaign to date, featuring futuristic animation spaces that immersed travellers in the Phantom universe through eye-catching pop-up design, sci-fi-inspired brand ambassadors, touchless fragrance discovery and a ‘Dance with Phantom’ retailtainment game. The disruptive campaign was developed with a 360° digital approach to engage with travellers at every point of their journey. The campaign had an ‘always-on’ strategy and has been deployed on social media, mobile display ads and on retailers’ own digital platforms. It also leveraged geo-targeted paid ads, travel-themed content, augmented reality and influencer marketing to maximise Phantom’s awareness beyond the airport environment.
The power of three: A blockbuster shopping campaign in Hainan
In a one-of-a-kind beauty experience, Estée Lauder and China Duty Free Group partnered with Marriott Bonvoy Hainan Hotels to offer exclusive experiences from all three partners across the hotel group’s estate. The campaign was launched on 6 July with a gala event at The Sanya EDITION. It was attended by top Chinese KOLs, local media and Estée Lauder VIPs. It celebrated the launch of four Estée Lauder CDFG-exclusive beauty sets and marked the beginning of CDFG’s Summer Shopping Festival in Hainan. It also brought the white sandy beaches of Hainan straight into the Haikou Mova Mall with a beach house-inspired activation. It also offered lucky draws, gifts with purchase and exclusive KOL content as part of the campaign. The full story appears here.
Bowmore and Aston Martin: A great British collaboration
In July Bowmore Islay Single Malt Scotch Whisky unveiled the first in a range of Designed by Aston Martin limited-edition collections, exclusively in global travel retail. It was the result of a remarkable collaboration between two outstanding British brands, one a famed luxury automobile manufacturer, the other a great Scotch whisky single malt producer. The collection, which went on sale in August, has since been promoted powerfully across the channel, with activations in key airport locations. The partnership was also the focus of a recent edition (August) of our acclaimed Moodie Davitt Spotlight Series, which brought to life the compelling collaboration through words and images.
This eZine was one of a trilogy of Spotlight Series eZines published by The Moodie Davitt Report in association with Bowmore Islay Single Malt Scotch whisky, which all explored compelling collaborations. Click on the images above to access all three eZines, with the others dedicated respectively to the Bowmore Timeless Series, a partnership with French film maker Thomas Vanz; and No Corners to Hide, a devilishy good project with one of the world’s most renowned graphic and comic book artists, Frank Quitely.
‘The Living Red Art Show’
In August Shiseido Travel Retail and China Duty Free Group partnered to host ‘The Living Red Art Show’, a month-long activation at the Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan. The promotion celebrated the Ultimune Power Infusing Concentrate III, the latest expression in the brand’s hero Ultimune series. The activation centred around a striking light show and featured a skin analyser tool, gifting opportunities, product exclusivity and a powerful KOL-supported digital campaign. For the full story, click here.
The Estée Lauder Companies’ unwavering mission to end breast cancer
On 1 October The Estée Lauder Companies unveiled its 2021 Breast Cancer Campaign, a reinforcing of the company’s commitment to creating a breast cancer-free world. As a result The Moodie Davitt Report turned its homepage and other media platforms pink in support of one of the world’s most remarkable and sustained Corporate Social Responsibility projects. For almost 30 years, The Estée Lauder Companies (ELC) has been at the forefront of the global fight to end breast cancer. The Breast Cancer Campaign was started by the late Evelyn H. Lauder in 1992, who co-created the iconic Pink Ribbon symbol. Hers is a legacy that has been carried on by her son, William P. Lauder – who continues her mission to end breast cancer for all. To date, The Campaign has raised over US$99 million to support global research, education and medical services, with more than US$80 million funding 321 Breast Cancer Research Foundation medical research grants worldwide. Click here for an interview with The Estée Lauder Companies Executive Chairman William P. Lauder.
The Eiffel Tower lights up in pink as part The Estée Lauder Companies’ global Breast Cancer Campaign
The Dalmore Decades generates huge following with China campaign
On 1 October, National Day in China, Whyte & Mackay unveiled its most ambitious travel retail omnichannel campaign and activation, spearheaded by a collaboration with China Duty Free Group (CDFG). The pop-up and immersive customer experience for the distiller’s best-selling single malt Scotch whisky The Dalmore took pride of place at the CDFG-run Sanya International Duty Free Shopping Complex throughout October. The activation celebrated the ‘once-in-a-lifetime’ single malt collection The Dalmore Decades as well as the recently launched Ensemble Collection and other rare and aged expressions. The Dalmore Decades omnichannel campaign in travel retail turned out to be a triumph, generating a remarkable 86 million impressions in October. The full story can be accessed here.
The pinnacle of six decades of whisky making: The Dalmore Decades offers six exceptional whiskies from 1951, 1967, 1979, 1980, 1995 and 2000
Changi marks return to travel with ambitious year-long shopping promotion
On 1 November Changi Airport Group (CAG) launched its new airport-wide shopping promotion to reward shoppers and diners with a series of year-round prizes through to October 2022. The campaign began as Changi Airport started to welcome more travellers with the gradual expansion of quarantine-free travel. More retail and F&B outlets have resumed operations, with over 120 across Terminals 1 and 3 transit areas (airside) open by mid-November. The new shopping campaign also had a strong sustainability angle. Its beginning coincided with the launch of a long-term partnership between CAG and Porsche. The two companies came together for the launch of Porsche’s bespoke electric vehicle (EV) charging solution, Porsche Destination Charging, at Changi Airport. Porsche’s first all-electric sports car, the Taycan, is also the grand prize of the 12-month shopping campaign.
Accelerating through the reopening phase: Porsche’s first all-electric sports car, the Taycan, is the grand prize of the 12-month shopping campaign
The big campaign launches as more stores open across the Changi Airport estate. The airport company also recently announced the launch of its own digital wallet, Changi Pay, as it deepens its digitalisation drive.
La Vie En Rosé – DFS, Dom Pérignon and Lady Gaga
Poker Face? Or perhaps La Vie En Rosé? Shoppers at T Galleria by DFS, Macau, within the City of Dreams casino resort can take their choice of song – and Champagne – thanks to an intriguing partnership between American pop star Lady Gaga and LVMH vintage Champagne house Dom Pérignon that runs to 28 December. The pop-up invites visitors to experience The Queendom, a multi-sensorial, creative collaboration between Dom Pérignon and US pop star Lady Gaga. It features two limited-edition Dom Pérignon x Lady Gaga 2021 bottles and a limited-edition sculpture designed by Lady Gaga, as well as a range of the vintages that the LVMH house is renowned for. For the full story, click here.
La Vie En Rosé: A bottle of Dom Pérignon Rosé Vintage 2005 holds pride of place within the antechamber
The Edge of Glory: Sumptuous black and magenta hues draw the visitor into this compelling art gallery pop-up
Dubai Duty Free’s anniversary bonanza
Since it began in 2003, one of the great annual consumer campaigns in travel retail is Dubai Duty Free’s anniversary promotion. To mark the 20 December date each year, the retailer offers discounts of -25% on a wide range of products for 72 hours, beginning on the 18th. The campaign drives huge sales and lifts average spends, with customers even booking travel in this period just so they can take part. In 2021, as Dubai Duty Free marks 38 years in busines, the offer also extended to its recently begun Home Delivery service, available for UAE residents. Traditionally the promotion has ensured a strong close to the year for Dubai Duty Free. After a difficult 2021 the boost to business that this high-profile campaign delivers is more welcome than ever.
The Dubai Duty Free senior executive team at the ceremonial cutting of the 38th anniversary cake on 20 December 2021. Executive Vice Chairman & CEO Colm McLoughlin (centre) is joined by (from left) Senior Vice President – Human Resources Mona Al Ali, Senior Vice President – Retail Michael Schmidt, Chief Operating Officer Ramesh Cidambi, Executive Vice President – Corporate Services Salah Tahlak, Senior Vice President – Marketing Sinead El Sibai, Senior Vice President – Loss Prevention and Corporate Security Zayed Al Shebli and Senior Vice President – Purchasing Sharon Beecham.
The Moodie Davitt eZine Issue 304 | 21 December 2021
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