Chinese shoppers can live vicariously through three celebrity influencers in a new campaign by Hong Kong luxury travel duty-free retailer T Galleria by DFS. Ethiopian philanthropist and model Liya Kebede, Chinese model Zhao Lei, and Chinese actress Chen Ran were enlisted to take travel enthusiasts along on their journeys with them using the retailer’s new hashtag #mustpack. With the #mustpack hashtag, users can explore photos, videos, stories, and even travel guides of these highly regarded globetrotters on DFS’ website and social media channels. Followers can also discover the products Kebede, Zhao Lei, and Chen Ran “can’t live without” while traveling.
Each of the three influencers’ #mustpack stories will launch over the course of the next three months. This month, customers can check out Chen’s picks, which include Givenchy makeup and a Longchamp tote. Chen shares her favorites in a video juxtaposed with montage of photos showing her on a tropical beach and out on the town. The interactive video series ends with the question “These are my #mustpacks. What are yours?” encouraging users to share their own travel essentials.
The campaign hits on a broader travel note as well, one that speaks to the growing trend of Chinese travelers looking for other ways to fill their itineraries outside of going to the mall. On the DFS website, Chen shares with fans her ideal trip to Hong Kong in a blog post, hitting on her favorite dining spots and places to hike.
One can explore a destination without abandoning an enthusiasm for shopping, however. A total of 15 brands sold through DFS, including Estée Lauder, Prada, Bulgari, and Remy Martin, are highlighted in the campaign. Those who follow @DFSOfficial on social media will also have chances to win selected products thanks to collaborations with KOLs in Hong Kong, the United States, and Asia.
The campaign not only involves extensive use of digital media, but brings customers in the DFS stores in Hong Kong, enticing them with a shopping night headed by Zhao Lei later this month and an exclusive discussion with Chen on beauty must-haves in April. Meanwhile, shoppers will be able to view a curated selection of the #mustpack items in store window displays that are designed to mimic an airport security x-ray machine.
Hong Kong’s own tourist industry has been on a bumpy ride in recent months, with numbers of Chinese visitors dipping by 1.4 million in 2015 from the year before. Travel industry predictions are even causing some of the region’s iconic luxury watch and jewelry stores to abandon their posts in Hong Kong’s popular tourist spots in favor of areas that attract local shoppers. The majority of the in-store campaign is taking place in T Galleria by DFS’s Hong Kong outposts, but the retailer is located in major tourist destinations all over the globe, so the campaign could also attract Chinese shoppers looking to stock up on luxury goods while traveling abroad.
Agency: AR New York
Creative Director: Paul Eustace
Art Director: Jeffrey Burch
Production/Casting: Caitlin Philips
Director: Keith Kandell at Magnet Agency
Photographer: Graeme Montgomery at Walter Schupfer Management
Editor: Andrew Lim at Blank Digital
Hairstylist: Miki at Tim Howard Management
Makeup Artist: Serge Hodonou at Frank Reps