UK. EssilorLuxottica and Dufry have teamed up to launch a digitally-driven campaign for the innovative Ray-Ban Stories smart glasses at Heathrow Airport.
Ray-Ban Stories are smart glasses that feature the latest innovations in wearable tech. They feature camera and audio functionalities that combine Meta technology with popular Ray-Ban silhouettes. Ray-Ban Stories is now available across four Dufry locations in the UK.
These include London Heathrow Airport Terminal 3 and Terminal 5, Manchester Airport and London Stanstead Airport. The collection is also available in Milan Linate Airport.
EssilorLuxottica and Dufry have launched a dedicated pop-up at Heathrow Airport T3 for Ray-Ban Stories. At the pop-up, travellers are able to try on the sunglasses, listen to Ray-Ban Spotify playlists and take videos while wearing the glasses. To support the pop-up, the partners have launched a digital screen takeover in both T3 and T5.
To extend the launch digitally, Ray-Ban Stories features on a dedicated campaign on Heathrow’s website as well as a paid media campaign to redirect traffic to the World Duty Free ecommerce platform and Heathrow’s Reserve & Collect web page.
The partners also sent a customised newsletter via email to Red by Dufry members who can enter a prize draw to win tickets to the All Points Festival via an in-store contest.
The Ray-Ban Stories collection features 28 style, colour and lens variations. With this line, Meta and EssilorLuxottica have pushed the boundaries to integrate smart technology into eyewear. The glasses feature dual cameras to capture photos and videos, open-ear speakers for audio and three built-in microphones to deliver high quality voice and sound for both calls and videos.
Dufry is EssilorLuxottica’s first travel retail partner for Ray-Ban stories. Ray-Ban is the first eyewear brand to join the retailer’s 360 marketing plan, Emotion+ in London. Emotion+ comprises high-profile consumer activations as well as both offline and online visibility.
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