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The awareness campaign will run from October at German and Austrian airports |
GERMANY. Heinemann Duty Free is to launch a major retail marketing campaign to enhance awareness of its shopping offer. The campaign begins in October in association with agency Jung von Matt/brand activation.
“Great deals for those who fly” is the slogan that will run in both German and English across a variety of communications channels, aimed at building the Heinemann Duty Free brand and telling passengers of the price benefits represented by duty free and Travel Value shopping at airports.
The core message of all communications is clear, said Gebr Heinemann: anyone in possession of a valid boarding pass can shop at Heinemann Duty Free, and every customer pays the same low price regardless of their destination. The only exception to this is tobacco goods.
“The campaign is aimed in particular at travellers who either don’t know that duty free shopping offers savings, or don’t take advantage of the prices. These are the people we are inviting to benefit from our attractive range on their travels,” explained Markus Ettlin, Head of Retail Marketing at Heinemann Duty Free.
Gebr Heinemann will reach out to this target group through posters at airports, communication features at the point of sale, online banners, booking confirmations and in-flight magazines. The message will also be spread via a recently created Heinemann Duty Free fan page on Facebook and the company’s own promotional material (including its monthly newsletters).
“Heinemann opted for a campaign based on attention-grabbing content and images. This approach will enable us to convey the benefits of duty free shopping clearly and incisively,” said Stephan Giest, Managing Director of JvM/brand activation. “By adopting a strategy that spans the full range of communication channels, we will also create unique brand experiences at every possible point of contact with the customer.”
Heinemann Duty Free plans to launch the campaign in October at numerous sites in Germany and Austria. Further campaigns are planned for 2013.
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The campaign features both English and German languages |
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