PERU. Today (22 April) is Earth Day and Lagardère Travel Retail Peru is celebrating the occasion by launching a one-month campaign called ‘mes del planeta’ in the airside Aelia Duty Free store at Jorge Chávez International Airport in Lima.
The campaign invites travellers to discover a selection of local products which have a positive impact on Peruvian communities and on the planet.
The ‘mes del planeta’ (planet month) campaign is promoting more than 160 products from 13 Peruvian brands that support Peruvian communities and/or have a low carbon emission impact.
This assortment is the result of an important network of local Peruvian producers and craftsmen developed over recent months by the local Lagardère Travel Retail team.
For each product sold, Lagardère Travel Retail Peru will donate US$1 to Entrearboles in order to support the plantation of trees in Callao on lands surrounding Jorge Chávez International Airport.
Donations will be complemented by financial support from two suppliers – Kuna and 14 Inkas. The specific tree species which will be planted have been selected according to their ability to thrive in the natural environment, mainly native trees such as Meijo, Molle Serrano and Tecoma.
The 13 brands selected to be part of the ‘mes del planeta’ campaign are already involved in supporting local communities. Kuna, for example, designs fashion from alpacas, guanacos and vicuñas, fiber and is taking great care in the conservation, breeding and improvement of these species.
Quma is working with small Peruvian communities to produce responsible cocoa while America Organica, a superfood brand, is leading projects to fight malnutrition in Peru. Saysi makes beauty and cosmetics products from 100% natural Peruvian plants and ingredients.
According to the recent Travel Experience Voices report, developed by Lagardère Travel Retail and based on airport and brand partners’ insights, airports and brands ranked the power of Sense of Place to support local economies and producers on a 3.7 out of 5 ranking. 83% of the retailer’s online panel of respondents are developing actions to support local communities (Click here for more from the report and to access video snapshots discussing the key findings).
In order to support the sales of these products, in-store staff have undergone a dedicated training session to raise their awareness and in turn best advise travellers. As an example, if consumers are seeking to buy vodka, staff will direct them to Peruvian vodka rather than imported European brands, in order to support local communities’ products.
In addition to this training session, the back office team has also participated in ‘La Fresque du Climat’ to better understand the links between the causes and consequences of climate change and to raise awareness of this critical topic.
Lagardère Travel Retail said this campaign fits with Aelia Duty Free’s DNA, designed around local authenticity. The store offers travellers an immersive experience into the best Peruvian culture has to offer, the company said. ✈
