PHILIPPINES. Duty Free Philippines (DFP) has unveiled spectacular new welcome signage outside its Fiesta Mall downtown duty free shopping centre.
A giant representation of a shopping bag has been placed at the main gate to the shopping complex , crammed with popular duty free purchases such as Johnnie Walker Black Label, Chivas Regal, Alfonso XIII brandy, M&€™s and Hershey chocolates , Polo Ralph Lauren and Incanto (Ferragamo) fragrances.
The retailer has also put up a banner celebrating its short-list status for “˜Best Marketing Campaign by a Retailer’ at the forthcoming Frontier Awards in Cannes.
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Maximising the duty free spend: DFP’s blockbuster new Fiesta Mall signage (the Frontier image, top left, is super-imposed) |
The signage is just one part of a huge promotional campaign, featuring both new and traditional media, designed to maximise spending by returning Filipinos, including the key Overseas Filipino Worker (OFW) and Balikbayan (literally “˜return to the homeland’) sectors.
As reported, the retailer has also developed an ambitious social and digital media advertising and promotion programme, embracing You Tube, Facebook, Skype and Twitter, plus more traditional Out of Home advertising with DFP advertising on its transport vehicles.
The company has even developed branded signage on the roof of one of its stores that can be seen by inbound travellers as their aircraft approach Manila. Hi-tech LCD screens outside the downtown Fiesta Mall have also been introduced to drive footfall and promote offers.
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Duty Free Philippines has also refurbished the entrance to its Fiesta Mall downtown shopping complex |
Earlier this year Duty Free Philippines created a New Media Marketing Department to harness the power of social media, to create new communications lines and to improve customer service. “We needed to speak the language of a new consumer,” Chief Operating Lorenzo (“˜Enchong’) Formoso told The Moodie Report.
“We wanted to capture millions of eyeballs – all in real time – to share everything about Duty Free Philippines, our products and our services.”
DFP is also well advanced in a major store building and improvement programme. It is revamping the Fiesta Mall (see new entrance, pictured above) and in June completed the renovation of its Terminal 2 Arrivals store at Manila Ninoy Aquino International Airport. A renovation plan for the Ninoy Aquino’s T1 Departures store is imminent while the long-delayed renovation and expansion of all stores at the controversy-ridden T3 is expected to be completed by 15 October.
NOTE: Duty Free Philippines will next year reach its 25th anniversary. As part of the celebrations The Moodie Report is producing a special commemorative book – and something else special is planned. More details will be featured in a major interview with Enchong Formoso in the next issue of The Moodie Report Print Edition, out next month.
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