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| Chic and stylish: Duty Free Folies |
FRANCE. Paris airport company Aéroports de Paris has launched an innovative online consumer shopping campaign to promote its tax free gift-giving opportunities.
In one of the best examples of an Internet-based promotion The Moodie Report has seen to date, AdP highlights some of the many gifts on offer at tax free prices via an email directing consumers to a temporary ‘micro-site’.
The website uses the marketing tagline ‘Duty Free Folies’, loosely translated as Duty Free Madness, and the promotion runs from 23 May to 30 June. The timing of the mail-out is clever, as Mother’s Day celebrations fall on 3 June in France.
The homepage has the products arranged by price bracket, so consumers can immediately search for a gift retailing at less than €50, €51 to €100, €101 to €200 and above €201.
As one delves further into the micro-site, gifts are grouped by Trend – listed as Love, So Chic, Zen and Folies. Product categories featured are Fashion and Accessories, High-Tech, Homeware/Decoration, Perfumes and Cosmetics, Wines and Spirits, Gastronomy, Men’s Fashion and Children.
The technical execution of the micro-site is laudable because the user can zoom in on each product as it passes along the screen in front of them. The site is also easy to use and navigate.
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| Online interactivity and innovation at its best |
The execution is as good as the star turns – the products themselves. Items on offer include a handbag from fashion brand-of-the-moment Longchamp, a Swatch Mother’s Day gift box presentation, Blancpain and Tissot watches, as well as premium and super-premium Cognac and Scotch whisky.
That’s not all. The product information, though brief, includes retail prices (both duty free and duty paid) and comes with details of which terminal carries the items.
The website’s interactivity continues with an online consumer quiz.
MORE STORIES ON AEROPORTS DE PARIS
Aéroports de Paris-Aelia joint venture posts +59.4% surge in revenues in Q1 2007 – 18/05/07
AdP unveils new ‘Galerie Parisienne’ – 12/05/07
Aéroports de Paris records surge in net income for 2006, offers bullish outlook for 2007 – 15/03/07
