Hamburg, September 26th – “Every air passenger can shop here at low prices.” That’s the message that a new campaign by Heinemann, Europe’s leading duty free specialist, will seek to convey via numerous communication channels from October onwards. The campaign will use catchy themes and informative posters to make travellers aware of the possibilities and price benefits represented by duty free and Travel Value shopping at airports. The aim will be to remind air passengers of the attractive savings and in-store advantages available to them while raising the brand profile of Heinemann. Heinemann will thereby make further inroads into the travel retail market while setting a new standard with its brand awareness campaign. The agency responsible for the concept, strategy and implementation will be Jung von Matt/brand activation.
The core message of all communications is clear: anyone in possession of a valid boarding pass can shop at Heinemann Duty Free, and every customer pays the same low price regardless of their destination. The only exception to this is tobacco goods.
“The campaign is aimed in particular at travellers who either don’t know that duty free shopping offers savings, or don’t take advantage of the prices. These are the people we are inviting to benefit from our attractive range on their travels,” explained Markus Ettlin, Head of Retail Marketing at Heinemann Duty Free, speaking as the campaign geared up for launch.
Heinemann will reach out to this target group through posters at airports, communication features at the point of sale, online banners, booking confirmations and in-flight magazines. The message will also be spread via a recently created Heinemann Duty Free fan page on Facebook and the company’s own promotional material (including its monthly newsletters).
“Heinemann opted for a campaign based on attention-grabbing content and images. This approach will enable us to convey the benefits of duty free shopping clearly and incisively,” remarked Stephan Giest, Managing Director of JvM/brand activation. “By adopting a strategy that spans the full range of communication channels, we will also create unique brand experiences at every possible point of contact with the customer.”
Heinemann Duty Free plans to launch the awareness-raising campaign in October 2012 at numerous sites in Germany and Austria. Further campaigns are planned for 2013.