PORTUGAL. Lojas Francas de Portugal, the airport retail joint venture between national carrier TAP Portugal and The Nuance Group, has unveiled a new brand concept called Just for Travellers.
Just for Travellers is intended to underline the exclusivity of the airside shopping environment, highlighting special offers in terms of products, formats and prices, as well as quality of service. The concept replaces its predecessor, Travelshopping.
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The ‘Just’ tagline neatly encapsulates the exclusivity of the travel retail experience |
Lojas Francas de Portugal is using the tagline “˜Your journey starts here’ to position airport shopping as a part of what it calls the “travelling ritual”. It noted: “Passengers are first of all travellers, and should feel special in the journey they’re about to make. Just for Travellers stores, with exclusive and appealing offers, should be a starting point of that journey before the plane takes off.”
The company is leveraging the Just for Travellers message across retail concepts by using the “˜Just’ word in the various logos as the base for consumer and brand communication.
For example, the main Just for Travellers duty free concept embraces fragrances & cosmetics, confectionery, spirits, wines, gifts and tobacco products.
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Just (for Travellers) Taste Portugal captures the literal and symbolic flavour of the country |
Just (for Travellers) Luxury is dedicated to upscale fashion and accessories while Just (for Travellers) Taste Portugal offers a range of local produce, including delicatessen items, confectionery, flavourings and wine.
Lojas Francas de Portugal noted: “Just for Travellers has the ambition of creating a new enthusiasm around airport shopping, reinforcing the good and special offers”¦ even if duty free is no longer a reality [for intra-EU flights].”
The joint venture is the leading airport and onboard retailer in Portugal, operating 16 stores in Lisbon, Oporto, Faro and Azores. In 2007 it generated net sales of €126 million and earnings before tax of €7 million, up +17% and +78% respectively year-on-year.
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