USA. Duty Free City is targeting a May opening for its 14,000sq ft land border store in San Ysidro – and has launched a major advertising campaign to consumers close to the store’s location on the USA/Mexico border.
As reported, the company has plans for over 25 locations across the USA, including both the Mexico and Canadian borders in coming years, first at San Ysidro and later at Calexico (California) and McAllen (Texas) crossings.
Director of Marketing Alejandra Rudner said: “We have begun our advertising campaign in the area, initially with two billboards on the I-5 heading south, and two more on San Ysidro Boulevard where our store is located.” The marketing slogans feature Duty Free City’s “˜Leave in Luxury’ and “˜Just in Time to Leave in Luxury’ tag lines. Other slogans promote the services that will be on offer at the store.
 |
How Duty Free City is promoting the new store to travellers close to the border |
 |
The campaign has been running for several weeks, in both English and Spanish languages.
The company’s website will also go live soon. It will carry directional information, a brand directory, news and events plus the retailer’s gift card programme. The company will also launch a loyalty programme called Destination Dollars, through which customers can gain points by spending and using services at the store. There are four levels of loyalty, offering a range of benefits and encouraging people to return to shop.
“The services range from complimentary valet parking to free coffee to birthday gifts and big discount benefits on shopping,” said Rudner. “The aim of the programme is to generate traffic to the store and return visits.”
The company will also create an exclusive children’s club called Travel Bug Kids’ Club that will host activities for children each weekend. “The goal here is to have something for everyone,” said Rudner. “For parents we have the services as well as events such as wine tasting. For the kids we have this special kids’ club, including arts & crafts classes as well as storytelling. We are partnering with the educational system locally to develop a strong literacy programme there.”
 |  |
The campaign features slogans promoting the offer and services at Duty Free City | |
As for the store itself, work continues to ensure stocks are in place for the May opening, as well as to create a strong visual environment for brands. “In 14,000sq ft of space there are many HPPs, graphics and light boxes, and these are set up in a way that is not as invasive as in other retail spaces,” said Rudner. “They tie in with the aesthetics of the store and the Spanish architecture. That marketing of the branded environment is a big focus right now.”
Rudner said the company is delighted with the support from brands. “We are very excited to be partnering with some great brands, which have joined us for this great adventure. We are a new and different type of retailer. Our uniqueness will come from the type of experience you can have. Our offer is all about service and experience, from the virtual to the physical, and we will be a retail-to-entertainment venue.”
 |
How the store interior will look when it opens in May |
 |
[houseAd5]
