SOUTH KOREA. Lotte Duty Free’s ‘Time to Lift Off’ marketing campaign, which introduced a new visual identity for the retailer earlier this year, has taken top honours in two major design events.
The campaign claimed Gold at the 2022 International Business Awards (IBA) in the marketing and public relations division. This year saw more than 3,700 entries from 67 countries with over 300 global experts participating as judges in 11 categories.
‘Time to Lift Off’, featuring a hot air balloon motif, is designed to capture the joy and spirit of travel after the pandemic-driven constraints of the past two and a half years,
Lotte Duty Free was also recognised for its design competency at the Good Design Awards 2022, regarded as South Korea’s most prestigious design event. The awards are hosted by the Korean Ministry of Trade, Industry and Energy and supervised by the Korean Institute of Design Promotion.
The Good Design Awards honoured the ‘Time to Lift Off’ campaign as well as Lotte Duty Free’s Duty 4 Earth initiative, which has a 2040 carbon neutrality goal and advocates an environmentally-conscious shopping culture.
As reported, Lotte Duty Free claimed a top honour at the Red Dot Design Awards 2022 earlier this month. The travel retailer scooped an award in the Brand & Communication Design category for its eye-catching new identity which features six key visuals with hot air balloon artwork.
The motifs, presented in a range of colours, symbolise Lotte Duty Free store product categories such as cosmetics, fashion and electronics.
According to the retailer, the hot air balloon was chosen as it represents the first success story of human flight technology. It said this captures the ‘success DNA’ of its stores, while the bright colours express the fun and joy of travel.
The new visual identity is being used in 20 Lotte Duty Free stores at home and abroad, as well as at various customer touchpoints such as shopping bags, VIP cards, website homepages and social media channels.
Lotte Duty Free CEO Lee Kap said, “Design is an important element of enhancing a company’s brand and value.”
