Goodbye to See Buy Fly as Amsterdam Airport Schiphol rebrands retail and dining

NETHERLANDS. Amsterdam Airport Schiphol has rebranded its retail and dining proposition to focus on a combined “online and offline experience”. It means that the long-running See Buy Fly slogan will no longer appearing on shop fronts or branding.

A dash of orange: A new marketing campaign aims to reinforce the Dutch Sense of Place at Schiphol

Airport company Schiphol Group said that “Dutch icons” would play an important role in the updated commercial strategy, with the airport offering travellers “a distinctive and multifaceted shopping and dining experience that can only be found in the Netherlands”.

See Buy Fly as a concept “is mainly associated with price promotions” said the company, which said its emphasis would now be on “creating a broader shopping and dining experience for Dutch and international passengers”. The new positioning can be seen both in the terminal and on all online channels.

Senior Manager Marketing & Customer Experience at Amsterdam Airport Schiphol Wieke Vrielink said: “We want to position shopping at Schiphol in a way that reflects the current trends, in which experience, internationalisation and online are playing an increasingly important role. We are extremely proud to have designed a shopping experience with a look that Dutch citizens will recognise and that offers unique encounters with Dutch icons that international passengers will enjoy.”

Travellers will see changes reflected in a new visual positioning strategy for shopping at Schiphol that largely includes the colour orange, in traditional and new Dutch products and in a broader variety of Dutch and international brands. Experiences such as the Rijksmuseum and NEMO, which are part of Schiphol’s Holland Boulevard in Departure Lounge 2, will be more actively advertised.

The latest retail offer is promoted through a major visual campaign across terminals

The new identity will be visible in more locations. The shopping zone at has been designed in this new style with more product information. Passengers can also browse through and reserve products via a Click & Collect system, as reported. A new advertising campaign showcases the updated branding and offer.

In addition to the Rijksmuseum and NEMO, the airport has introduced Sense of Place in other ways. Examples include the Dutch cuisine at grand café Tastes from the Lowlands, furniture made by leading Dutch designers like Marcel Wanders, and other Dutch newcomers such as the Health Food Wall, the Yoghurt Barn and Soup&Bakery by the Verspillingsfabriek. Passengers can also purchase products from a range of Dutch brands, such as Tony’s Chocolonely, which recently opened with Schiphol Airport Retail in Departure Lounge 3.

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