SOUTH KOREA. Lotte Duty Free has successfully concluded its All-Night Party celebratory events at Lotte World Adventure in Seoul.
Held on 14 October and 21 October, the event is part of a seasonal campaign that aims to promote duty free shopping through K-culture marketing.
The event attracted 7,000 people, including Koreans and 600 foreign tourists from Japan, China and Southeast Asia.
During the All-Night party, guests were free to enjoy any of ten different theme park rides, including The Adventures of Sinbad and Flume Ride.
The 14 October event also featured music by DJ Yesong and DJ Juncoco, and performances by hugely popular K-Pop group Twice. The 21 October party saw performances by 2PM’s Lee Jun-ho, DJ J.E.B and DJ Vandal Rock on the Garden Stage.
Tickets for the All-Night Party were sold out quickly, according to Lotte Duty Free.
Aside from entertainment and music, the travel retailer rolled out various promotional activities. These included the Run LDF Suitcase game, which allowed participants to win up to KRW30,000 (US$22) in pre-LDF Pay which can be used like cash at Lotte Duty Free downtown stores.
Guests were also offered to put on face paint and take some party souvenir shots at the photobooth.
Lotte Duty Free Head of Marketing Division Noh Jae-seung said: “We are holding this All-Night Party to provide domestic and foreign customers with a variety of experiences along with duty free shopping. Lotte Duty Free will continue to strengthen entertainment marketing by utilising various K-contents.”
The travel retailer emphasised its leadership in K-culture marketing that combines tourism and entertainment. The company has a long tradition of producing K-content such as concerts, web dramas, and fan meetings with Hallyu (Korean wave) stars.
Among its most successful marketing events is the annual Lotte Duty Free Family Concert which started in 2006. In June this year, the event returned in physical form for the first time in four years.
In addition, Lotte Duty Free continues with its global marketing campaign to attract foreign customers including Japanese tourists, who were invited to the K-Pop fan meetings featuring Twice and Super Junior in February and August. ✈
