SOUTH KOREA. Lotte Duty Free yesterday (19 November) hosted an exclusive fan meeting with Korean singing and acting superstar Lee Jun-Ho as part of an extensive K-marketing campaign designed to boost duty free shopping amid a burgeoning travel recovery.
The event, held at the Eunpyeong Culture & Arts Center in Seoul, was themed ‘Lotte Duty Free Family Premier with Lee Jun-ho’. Lee was selected as a new Lotte Duty Free model in August.
The 90-minute fan meeting was based on the concept of going on a trip with Lee Joon-ho amid the resumption of overseas travel. Through October, Lotte Duty Free held an application event for this and other fan meetings.
Lee Joon-ho stars in the second instalment of the ‘LDF Original Series’ (see below), a short film drama which is premiering this week. The two-part drama is set in Singapore and captures the excitement of travel and the memories of first love. It will be released on Lotte Duty Free’s official social media channels on 21 and 22 November.
Customers who spend more than US$150 offline will receive a Lotte Duty Free drama poster on a first-come, first-served basis. If the drama generates 3 million views, behind-the-scenes photos and videos of the shoot will be released.
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LDF Original Series proves a smash hit
LDF Original Series is a new branding campaign launched by Lotte Duty Free that features some of South Korea’s most renowned music and acting talents as models. The first episode, featuring boy band Stray Kids and released last month, attracted 12.6 million views within two weeks of release.
Underlining the impact of the campaign, the number of foreign and Korea customers at Lotte Duty Free increased by about +20% within one week of the Stray Kids film release. Future episodes will feature girl bands Aespa and TWICE in December and January, respectively, and boy band Super Junior in February.
Lotte Duty Free Head of Marketing Lee Sang-jin said, “Thanks to the support of global fans, we were able to successfully conclude this fan meeting with Lee Joon-ho. We will continue to organise various events with Lotte Duty Free models to increase customers’ satisfaction with duty free shopping.”
As reported, Lotte Duty Free is running a seasonal ‘Happy Duty Freesmas’ winter campaign from November to 1 January targeted at Koreans who are preparing to head overseas.
Lotte Internet Duty Free is offering discounts on some 60 brands, including Foreo and Dr. Ci:Labo while Lotte Duty Free downtown stores are featuring 20 renowned international labels such as Marc Jacobs, Chloé and Bally at up to -80% off.
The travel retailer has also responded to a softening of the Korea Won, offering an exchange rate compensation of KRW1300 to the US Dollar. A related compensation amount has been expanded to provide up to KRW4 million (US$2,985) in LDF PAY, which can be used like cash at Lotte Duty Free .
During Black Friday, from 25 to 27 November Lotte Duty Free is offering further LDF PAY and KakaoTalk GiftIt benefits.
