INFLIGHT BROCHURE MONITOR |
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Airline: Philippine Airlines Title: Fiesta Boutique Frequency: Quarterly Pagination: 32 pages (plus covers) Category allocation (including advertising): PAL Exclusives: 2 pages; Fragrances: 6 pages; Cosmetics, skincare: 3 pages; Jewellery: 4 pages; Confectionery: 2 pages; Watches: 1 page; Electronics: 1/2 page; Fiesta Sales: 1 page; Liquor: 6 pages; Cigars and cigarettes: 4 pages Emphasis on local products: Moderate Quality of paper:Good Picture reproduction/photography: Good Pre-order: N/A Website preview available? No Website sale available: No Source: ©The Moodie Report |
PHILIPPINES. Value for money and attractive pricing is high on the list of shopping priorities for Philippine Airlines’ (PAL) Balikbayan [returning Filipino] passengers. This is reflected in the products showcased in the airline’s inflight sales magazine, Fiesta Boutique. No product exceeds the US$120 mark.
This emphasis on value doesn’t make the brochure any less classy. The magazine is very easy to read, well laid-out and uncomplicated. On a long flight, that’s a good thing.
The 32-page July-September 2006 issue is divided into six sections: PAL Exclusives, Fragrances, Gifts, Cigarettes, Liquor and Fiesta Sale.
PAL Exclusives offers six types of aeroplane models, from the US$10 PAL Mini Clock to the US$26 set-of-two Herpa aircraft models.
Twelve women’s and men’s items are featured under Fragrances, from brands such as Clinique, Elizabeth Arden, JLo, Davidoff, Dior, Calvin Klein, Benetton and Ralph Lauren. Prices run from US$23 to US$53.
Gifts encompasses several product categories, namely jewellery, watches, cosmetics and consumer technology.
Swarovski, Zeades, Misaki, Hot Diamonds, Cassia and Pierre Cardin dominate the jewellery category with items such as pendants, mobile phone accessories, earrings and necklaces, available either in sets or individually. Sun Jewelry offers a set of jadeite necklace and earrings (US$50) for those with more classic tastes. The set comes with a free necklace worth US$28. Jewellery items range from US$32 to US$65.
Watches, priced at between US$85 and US$120, are available from Anne Klein and Swiss Military, or as part of the Pierre Cardin Watch & Jewelry set.
Lancôme, Revlon, Dior, L’Oréal and Clarins complete the cosmetics line-up in the Gifts section, available at between US$20 and US$55.
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Rosaries are on sale onboard Philippine Airlines |
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An advertisement for 30yo Tanduay Centennial Rhum graces the back cover of the brochure |
Eight confectionery items are available in this section, from premium names such as Godiva and Goldkenn to household names such as Skittles, Celebrations and Mars. With prices ranging from US$4 to US$25, this category caters to the broadest spectrum of travellers onboard.
Cigarettes merits four pages in this brochure, showcasing brands such as Winston, Mild Seven, Salem, Davidoff, West and Hope. Retailing at between US$5 and US$17, all come with gwps such as hand towel, radio, a selection of bags, clock or watch with every two cartons of cigarettes purchased.
Liquor is a showcase of travellers’ favourites, namely whisky brands such as Ballantine’s, Jack Daniel’s, J&B, Johnnie Walker, Chivas Regal and Cutty Sark, and top Cognac brands such as Rémy Martin, Camus and Martell.
Also included are Carlos I brandy, Finlandia vodka, Asti Cinzano spumante and 1800 Reposado tequila from José Cuervo.
A highlight of this section is the Philippine brand Tanduay rum. The brand’s onboard line-up comprises a 30yo Tanduay Centennial Rhum (one litre), a collection of five rum miniatures and a 75cl bottle, which comes with a free miniature bottle.
The liquor range is priced between US$10 and US$95.
Bargains can be found in the Fiesta Sale section, which includes the US$40 Don Juan Urquijo Cigars by La Flor de La Isabela – a Filipino brand; a cut-price Davidoff Echo – available at US$26; a selection of Natural Health combs priced at between US$9 and US$13; and US$2 R&M dried mangoes.
Arguably, the most intriguing part of this bargain section is a selection of rosary beads – in wood, gold or white troka, or hematite – priced at US$18. Each comes with a free handbook, “Rosary of the Virgin Mary”, available in four colours.
It is made clear in the Contents page that PAL does not accept credit cards, only cash. Queries about the currencies accepted can be referred to the flight attendants. All goods are subject to availability, and in the case of the Fiesta Sale, prices are subject to change without prior notice.
There is no dedicated page explaining the duty free allowances in various countries – always a useful guide for travelling shoppers. However, the magazine is translated into four languages: English, Chinese, Japanese and Korean.
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