Yesterday, Incheon International Airport Corporation, started a six-day ‘Thank You for Transfer’ event targeting foreign transiting passengers who shop.

At the airport’s duty free and travel retail zone, called Airstar Avenue, these travellers have what IIAC says is a “100% chance of winning scratch card prizes” including linen pouches, gold-decorated cloisonné bookmarks and mini fans”, every time they spend more than $20 on DF&TR goods. Winners can collect their prize on the spot.

The marketing campaign, aimed at enhancing visitors’ perceptions of Incheon International and its shopping offer – with sales of $1.73bn in 2012 – is also a way for IIAC to drive up further transfer traffic which has been supported by the ‘Korean Wave’ of cultural interest that has helped the hub in recent years.

Around 6.5m foreign transfer passengers used Airstar Avenue last year and this number has been steadily increasing. An Airstar Avenue spokesperson says: “Since Incheon International Airport established its position as the hub of North East Asia, the number of foreign transfer passengers has increased daily. Airstar Avenue will strive to continuously develop marketing programmes that offer entertaining shopping experiences to all passengers who visit the duty free zone.”