Luxury travel retailer T Galleria by DFS is teaming up with three international influences and global travellers to promote the concept of T Galleria #mustpack travel essentials.
Ethiopian philanthropist and model Liya Kebede, Chinese model Zhao Lei and Chinese actress Chen Ran will document their personal travels using photos and stories intertwined with their favorite travel products for spring.
From now until May, customers can interact with the campaign in-store, online and through social-media channels, connecting with each influencer.
Three videos will each star Liya, Zhao and Chen, and an immersive digital experience at TGalleria.com will also feature travel guides. Hong Kong customers also have a chance to meet the Chinese stars – Zhao Lei will host a shopping night at T Galleria by DFS, Hong Kong, Canton Rd, on March 17, and Chen Ren will share her favourite beauty travel items at T Galleria Beauty by DFS, Hong Kong, Causeway Bay, on April 14.
Featuring in the campaign are 15 products from such brands as Bulgari, Estée Lauder, Givenchy, Prada and Remy Martin.
“From fashion and beauty to watches and wines, our stores are packed with #mustpack products,” says DFS Group’s merchandising and consumer marketing president Sibylle Scherer. As part of the promotion, store windows will feature “x-ray” views into suitcases containing the season’s collection. Throughout the store, customers can find the products at multi-category display tables simulating the experience of an airport security x-ray machine.
On social media, bloggers such as Gaile Lok in Hong Kong and Andrea Chong in Singapore will give away products to lucky @DFSOfficial followers.