SINGAPORE. Morris Profumi, the official licensee for Ferrari fragrances, has unveiled the winner of its 2008 Formula 1 Singtel Singapore Grand Prix lucky draw promotion held on Singapore Airlines. The draw, which took place on 20 August 2008, attracted almost 1,000 entries.
Adeline Teo Ah Lan won two grandstand tickets to watch the F1 race in Singapore on 28 September, as well as two nights’ hotel accommodation. It is the world’s first-ever F1 night race.
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Jonathan Holland & Associates Managing Director Jonathan Holland presents the coveted prize to winner Adeline Teo |
Motoring ahead
To take part in the contest, Singapore Airlines passengers filled in a lucky draw coupon that came with every purchase of Ferrari Extreme and Ferrari Light Essence onboard.
Singapore national Adeline Teo revealed to The Moodie Report that she had bought the fragrances because of the brand’s association with the Grand Prix, making it different from other fragrances.
“It’s an honour [to win] because it will be the first night race in the world – a very significant event for Singapore,” Ms Teo enthused.
She was supposed to be away in Berlin around the race period, but the win has prompted her to opt for an earlier flight back to Singapore. “I will definitely want to make it for the race – no matter what.”
The high-profile three-month promotional programme was the brainchild of Jonathan Holland & Associates (JH & A), which handles Ferrari fragrances in travel retail, and Singapore Airlines concessionaire DFASS Singapore.
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DFASS Singapore Director of Sales & Marketing Jeslyn Ho, Jonathan Holland & Associates Managing Director Jonathan Holland and Regional Sales Director Angeline Goh with a boxful of contest entries at the DFASS Singapore office |
The contest was organised as part of a major promotional drive behind the launch of Ferrari fragrances on Singapore Airlines, which listed the brand earlier this year.
“This is the first time we are listing a team-based fragrance such as Ferrari, with its association with sports cars and the F1,” said DFASS Singapore Director of Sales & Marketing Jeslyn Ho, who added that the upcoming Singapore race was a major reason for taking the Ferrari brand onboard.
Commenting on the brand’s performance, Ho said: “Sales have been very good; in fact, Ferrari Extreme has been ranked one of the top six best-sellers within the fragrance category. The response has just been overwhelming.” This is the first time Singapore Airlines has done such a promotion, she revealed.
JH & A Regional Sales Director Angeline Goh added: “Singapore has been aggressively marketing the world’s first night F1 race and this is the perfect time to make the most out of it. Ferrari, with its dynamic team, has won many F1 races worldwide; indeed, there is much synergy to promote Ferrari fragrances.
“Organising the promotion has been fraught with difficulties but with professional collaboration between DFASS, Singapore Airlines & JH & A, we’ve succeeded and the results have been overwhelming. We would like to thank DFASS and the Singapore Airlines team for making this promotion possible,” she said.
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Singapore Airlines gave the Ferrari fragrances Formula 1 promotion prominent exposure in the Jun-Aug 2008 issue of its inflight duty free magazine KrisShop; this is the first time Singapore Airlines has done such a promotion | |
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Lucky dip: KrisShop Manager Lawrence Yeo picks the winning entry; the contest attracted almost 1,000 entries |
A steady partnership
The success of the Ferrari promotion boils down to pure teamwork and partnership, according to JH & A Managing Director Jonathan Holland.
“The promotion was well executed and results have been extremely positive,” Holland enthused. “Singapore Airlines and DFASS have worked very well with our team – led by Angeline Goh – and Morris Profumi Export Area Manager Antonella Panepinto, who’s been superb in her support. But the key to the success has been the co-operation, the flexibility when needed, and the positive attitude from all these parties in making it happen.”
Commenting on the DFASS-JH & A partnership, Holland said: “DFASS is a company we enjoy working with, simply because there’s a good understanding between us. When there are issues and points of difference, we’re always able to sit down and resolve those differences, because communication is key in our relationship.”
Ms Ho added: “We have always had a very good working relationship, whether it is for Ferrari, Hot Diamonds or Kenneth Cole [also handled by JH & A -Ed]. We work very closely with them, meeting up every month and communicating frequently.”
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“The key to the success has been the positive attitude from all these parties in making it happen”: (L-R) Jonathan Holland & Associates Trade Marketing Executive Pearlina Tay, Jonathan Holland & Associates Commercial Assistant Patricia Hui, KrisShop Manager Lawrence Yeo, DFASS Singapore General Manager Lee Hwee Ming, DFASS Singapore Director of Sales & Marketing Jeslyn Ho, Jonathan Holland & Associates Commercial Assistant Maria Conceicao, DFASS Singapore Vendor Relations Executive Belinda Tan, and DFASS Singapore Manager Training & Motivational Angeline Lim |
The Moodie Report also spoke to Antonella Panepinto, and the interview below underlined the spirit of partnership.
The Moodie Report: How significant is this promotion to the Ferrari fragrances brand in travel retail?
Antonella Panepinto: This is the first promotion onboard for Ferrari fragrances related to the F1 race. The F1 race in Singapore will be a great event; everybody is talking about it.
Singapore Airlines and Ferrari adhere to top quality standards and both companies are market leaders. It’s a perfect synergy in my opinion.
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Morris Profumi Export Area Manager Antonella Panepinto |
This promotion represents a very important tool for Morris Profumi to expand Ferrari’s travel retail business, to excite consumers and to enhance the shopping experience onboard. We feel it’s a model of promotion that can be very successful for the brand and for travel retail partners such as Singapore Airlines, and that it’s worth investing on a strong promotional plan in travel retail. It’s important to offer innovative tools to entertain and reward consumers. This promotion can provide an added value to our fragrances and can create a special shopping experience onboard.
The Moodie Report: How do you feel about the results of the promotion?
Panepinto: We feel very positive. The F1 promotion has proven to be very exciting for our customer profile. Ferrari F1 fans and Ferrari enthusiasts travelling on Singapore Airlines would be attracted by this promotion, which involved a high perceived value lucky draw. At the same time we’re confident that new potential consumers will approach our Ferrari fragrances by delivering a powerful, emotional message. This promotion can be the key for many people to enter the Ferrari world. A special focus on Ferrari during the F1 period in Singapore is also expected to lead to significant sales increase of our fragrances. Preliminary results have been encouraging in this sense. Ferrari Extreme and Ferrari Light Essence are well accepted by people who travel onboard Singapore Airlines.
We’ll definitely carry out similar promotions in travel retail in the future with Jonathan Holland & Associates and take advantage of the rich F1 race calendar in Asia.
The Moodie Report: How would you describe the working relationship between Morris Profumi and Jonathan Holland & Associates?
Panepinto: Ever since I met Jonathan and his team for the first time two years ago, I felt that Ferrari as a fragrance brand could finally express its potential in Asia duty free/travel retail.
Jonathan, together with his experienced and motivated team, has always supported Morris and strongly promoted our brand. We, as the Ferrari fragrances manufacturer and licensee, are convinced that Ferrari is absolutely right for the travel retail industry, but we need somebody who can convince duty free buyers on a global scale. Massive and successful presence in local markets worldwide is not sufficient and when you want to enter travel retail with your brand – you have to re-establish the brand according to a different retail environment and demand.
Jonathan Holland and his team in this sense are the right partners for us because they know the players and have always had a positive approach to challenging situations”¦ and they never give up.
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