2017 marks the 70th anniversary of the duty free industry – the first duty free shop having opened at Shannon Airport in 1947. A special campaign – Duty free & travel retail: part of the journey – is conveying a positive message to travellers about the contribution that duty free & travel retail makes to the world of travel, and to the travel experience.
The campaign is an initiative of Tax Free World Association (TFWA) and is being made available for use by business partners and stakeholders around the world. Those already participating include Budapest Airport, Chubu Centrair Airport in Nagoya and Motibhai Group in Fiji, to name just three.
“The 70th anniversary of our industry gives us a wonderful opportunity to tell people why duty free and travel retail matters – whether it’s at airports, on board ferries and cruise ships, at the border, downtown or during a flight,” says TFWA President Erik Juul-Mortensen. “Our industry generates excitement and pleasure, as well as vital revenues, and we want to mark that through this campaign.”
The series of six evocative and distinctive adverts each highlights an aspect of the contribution made by duty free & travel retail to the world of travel. Some of these are practical, such as how the industry brings jobs to local communities, makes travel more accessible and paves the way for transport improvements. Others are more emotional, such as how a visit to the duty free store is part of the holiday experience, how a gift from duty free can make a homecoming even happier, and how the industry brings customers great brands at great prices. The imagery on each advert has been designed to be culturally universal, and the series has been produced in English, French, Spanish, Chinese, Korean, Japanese and Arabic, with other languages available if required.
Airports, retailers, airlines, cruise lines, brands, trade press and other stakeholders partnering with TFWA for this venture are invited to add their own logo to the adverts, which are available in a range of formats. These can then be used at their own locations, in their own promotional material or as part of social media campaigns. The visuals are available to partners entirely free of charge.
“It’s a powerful platform for us all to come together and convey a positive message to the traveller about what our industry is all about,” Juul-Mortensen adds. “So far, we’ve had a really positive response from some of the leading operators in the industry, and I hope all will be united in supporting this initiative. As said before, we as an industry need to speak more often with one voice – this is a chance to do just that.”