TÜRKIYE. Unifree Duty Free has rolled out a Valentine’s Day gifting campaign at Istanbul Airport, supported by a 360-degree communications strategy and immersive in-store visuals.
The ‘Love is a Gift, Share It’ initiative spotlighted connection and meaningful gifting, highlighting travel as an emotional journey where passengers carry sentiments worth sharing.
Unifree Duty Free embedded the theme across its stores, positioning each location as a platform for emotional engagement.
A fully integrated visual and spatial redesign took the concept from arrival to boarding, capturing traveller emotion to drive gifting purchases.
The activation showcased a curated gifting assortment across beauty, fragrance, confectionery, spirits, local products and accessories, presented in custom-designed displays.
The Valentine’s Day theme was reflected in remerchandised beauty and makeup sections, underlining the campaign’s gifting narrative.
The celebratory design extended to overhead displays and branded elements, making every visual touchpoint a reflection of the campaign’s emotional core and reinforcing Unifree Duty Free’s role as a travel experience hub.
A dedicated photo zone encouraged travellers to capture and share moments, with the retailer partnering with Fujifilm to offer complimentary instant photographs and printed keepsakes, reinforcing the campaign’s focus on shared experiences.
Unifree Duty Free Chief Commercial Officer Ceren Tonguç said: “At Unifree Duty Free, we view experiential retail as a strategic pillar of our commercial approach. With ‘Love is a Gift, Share It,’ our objective was to create an emotionally engaging environment that resonates with international travellers and celebrates the spirit of sharing that defines both love and travel.
“By integrating thematic visual merchandising, a carefully selected assortment of giftable products and a meaningful brand collaboration, we aimed to extend dwell time, inspire thoughtful gifting and cultivate genuine moments of connection during a highly symbolic season.” ✈
