Luxottica Group has partnered with China Duty Free Group (CDFG) to unveil Ray-Ban’s new You’re On campaign at CDFG’s Haitang Bay Shopping Complex in Sanya.

As part of the launch, Ray-Ban has released two new pairs of sunglasses — one a travel retail exclusive and the other in a colourway specially created for the Greater China region. Both are now available at CDFG’s Sanya stores and online.

Designed for men and women, the sunglasses have dark blue polarised lenses in a grey-gradient nylon, rubber frame. Available in Size 58, these travel retail exclusive sunglasses are an Asian-friendly design and globally available in all duty free stores.

OMNICHANNEL MARKETING PROGRAMME

These unisex sunglasses come with large brown mirror-gold lenses bordered by shiny-black nylon frames. The frames comprise a gold engraving of “本色登场” (You’re On in Mandarin) on the temples.

The You’re On campaign, which celebrates spontaneous moments of authentic behaviour, is accompanied by a 360-degree omnichannel marketing programme to drive interest and awareness among Chinese shoppers. It will be launched at the Haitang Bay complex and include advertisements at various touch-points in-store and online via CDFG’s social media platforms. These include Weibo and WeChat.

Chinese influencer 辰TK, who has a following of 810,000 on WeChat will cover the launch of the marketing campaign. 辰TK has already visited the Sanya store and promoted the two new sunglasses on his WeChat account.

Enrico Destro, Global Travel Retail Director, Luxottica, commented: “With domestic tourism in China picking up, now is a prime opportunity for us to leverage the close partnership we have built with China Duty Free Group and to launch this new campaign from Ray-Ban.

“As category leader, we see the importance of driving the growth and attractiveness of sunglasses in the channel. We are very excited to collaborate with 辰TK, who is able to connect with and appeal to our target audience in the region.”