‘Embrace Gifts that Give Back’: Discover Singapore makes sustainable living play

By Luke Barras-hill |

Key campaign visual (above) and digital screen animation at Changi Airport Terminal 1 (footer).

Lagardère Travel Retail’s ‘Discover’ Singapore concept has launched a three-month campaign to promote environmentally responsible consumption.

The campaign dubbed ‘Embrace Gifts that Give Back. Together We Can Save Our Planet’, runs from April-June at Singapore Changi Airport and is aligned with Earth Day (22 April) and World Environment Day (5 June).

It spotlights a curated selection of sustainable gifts and souvenirs catering to all travellers.

Ann Pang, Chief Executive Officer, Lagardère Travel Retail Singapore and Malaysia, said: “As travellers are becoming increasingly discerning about the traceability of the products purchased, it is critical to develop and implement sustainable solutions.

“The integration of ethical procurement process in sourcing to minimise packaging and use of biodegradable materials are the actions taken to address these issues.

“An extensive range of environmentally [friendly] offerings such as stainless-steel tumblers, tea towels, toiletries pouches and more are among the recommended gift selections at Discover Singapore to encourage [an] eco-conscious switch. Additionally, transforming scarves into sustainable gift-wrapping ideas challenge us to come up with innovative concepts to repurpose.”

A carefully curated assortment of reusable and environmentally friendly merchandise promotes sustainable consumption.

SUSTAINABILITY ‘A WAY OF LIVING’ FOR CONSUMERS

Lagardère Travel Retail, which recently opened its first eco-conscious Aelia Duty Free store in Geneva, says sustainability is ‘an issue that can no longer be ignored’.

The company urges corporates and individuals to take collective action to respond to consumers ‘who demand ethical manufacturing, sourcing and products as a way of living’.

In a sign of action, reusable shopping bags are being offered as a gift with purchase to slash single-use plastic waste.

Meanwhile, in-store decorative signage has been produced using greener UV printing to minimise carbon footprints and encourage improvements in energy efficiency.

The UV ink dries using a photomechanical process that releases no volatile organic components, says Lagardère Travel Retail.

In addition, Discover Singapore is accentuating engagement around sustainable living via various internal initiatives involving its employees, such as educational sessions from the Corporate Social Responsibility committee.

An environmental artist was invited to conduct a workshop in crafting art tiles using micro-plastic waste.

The upcycling initiative was an instructive way of using creativity to inspire positive change, with employees getting hands-on in the workshop to build their knowledge of sustainable living.

Lagardère Travel Retail’s ‘Discover’ concept, which falls under the ‘Travel Essentials’ business pillar, showcases destination-specific and affordable souvenirs and gifts and is available at a number of airports and train stations globally.

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