The Loop at Dublin and Cork Airports has this week received international acclaim, winning Marketing Campaign of the Year at the Frontier Awards in Cannes for its Christmas campaign, The Joy of Giving. The Frontier Awards, which date back to 1985, recognise standards of excellence in travel retail.
The Joy of Giving, now in its second year, is a multi-channel campaign the essence of which is the promotion of early Christmas gift buying. The Loop is the retail arm of Aer Rianta International (ARI). The through-the-line campaign is infused with festive cheer and combines advertising, social media, PR, TV and significant on campus (airport) branding and merchandising.
Nicola Wells, Head of Global Customer Strategy at ARI and The Loop said: “Our objective is to position The Loop as THE destination for Christmas gifting and we have captured the success of the 2012 campaign, which saw a marked uplift in sales, by mirroring key activities and adding new and exciting elements for 2013. Our message remains focused on Christmas being a time for giving and The Loop captures this sentiment by giving customers year-round value and a range of leading brands that delight, time and again.
“We are thrilled to have been recognised for a campaign in which the whole team is so heavily involved and about which we are all really passionate.”
The Loop triumphed in an awards category that featured a stellar list of finalists including Dubai Duty Free, Delhi Duty Free and the World Duty Free Group. The Frontier Awards marked the very first gathering of the duty-free community in the 1980s and winners are chosen by a panel of leading industry executives.