Elizabeth Arden has unveiled its 2023 “Travel with Arden” campaign in Hainan, created in partnership with China Duty Free Group (CDFG).
The seasonal initiative has been timed to coincide with the second Hainan International Offshore Duty-Free Shopping Festival. It will be rolled out to other Asia Pacific regions later in the year.
The island-wide Travel with Arden campaign harnesses quirky humour and fun, animated graphics, courtesy of a collaboration with Parisian illustrator Marie Assenat.
The Travel with Arden tour route
It features an eye-catching Elizabeth Arden-themed bus, scheduled to make stops at cdf Sanya International Duty Free Shopping Complex, cdf Haikou International Duty Free Shopping Complex, Crowne Plaza Sanya Haitang Bay Resort, and the popular tourist destination Wuzhizhou Island Wharf.
Onboard the bus, visitors can “tour” New York City at night, “ski” in the Swiss Alps, “sunbathe” at Hainan beach resort and “dance” in Amsterdam’s tulip fields. Corresponding souvenir destination stamps can then be collected for a travel-themed notebook.
Interactive play buttons dispense exclusive beauty tips, which showcase Elizabeth Arden products in different seasons and scenarios: night-time, winter, summer and spring.
Shoppers can also trial the brand’s travel must-haves, and subsequently pre-order on the cdf app by scanning a QR code.
At the cdf Haikou Mova Mall, the Travel with Arden campaign takes the form of a tram. Like the train, this features fun, interactive photo opportunities. Complimentary souvenir magnets and limited-editions sling bag gwps are also available.
Arden pre-promoted its 2023 Hainan campaign through Ctrip and Juneyao Air. In addition, the company implemented a branding takeover onboard Juneyao Air flights from Shanghai Hongqiao to Hainan, surprising customers with Travel with Arden souvenirs and inflight activities.
Finally, Arden has created airport-themed Travel with Arden pop-ups in Hainan Development Holdings’ Global Premium Duty Free (GDF) Plaza and Wangfujing International Duty-Free Harbor City.
Elizabeth Arden Asia Pacific Travel Retail General Manager Yumie Chia commented: “Elizabeth Arden conducts a Travel with Arden campaign almost every year. This year’s campaign aims to bring more fun and laughter to our customers.
“Duty free shopping should be a happy activity and our creative twist of retailtainment is targeted to bring more smiles and happy memories, thereby enabling customers to forge a closer relationship with our brand.”
Asia & Pacific,
Asia & Pacific,