Luxottica and DFS ‘drive’ HK sales for Ray-Ban and Oakley

By Caroline Sargent |

Luxottica Travel Retail and DFS have partnered to deliver a racing-themed digital activation at Hong Kong International Airport; centred on the high-octane racing game ‘Asphalt 8: Airborne’, it has been designed to promote the benefits of Ray-Ban and Oakley polarized lenses.


Marking Luxottica Travel Retail’s largest promotional investment in Asia to date, the ‘Race with Optimum Clarity’ concept gives customers making a purchase of Ray-Ban or Oakley sunglasses at the promotional area the opportunity to compete with other customers on the game to win prizes.


Already the company reports that the promotion is driving strong double-digit growth for Oakley and Ray-Ban, as well as increased footfall and total category sales in the sunglasses area.


“The campaign dramatizes the enhanced sharpness and reduced glare that our polarized lenses deliver. This is a key strategy for driving premiumization in our brands and maximizing spend per passenger,” said Francis Gros, Luxottica Group Travel Retail & Special Channels Director.


“We continue to challenge ourselves to find new ways of engaging with consumers, and this promotion uses fun and interactive digital elements to not only inject excitement into the retail experience, but also to educate consumers and bring the unique benefits and technical properties of our products to life.”


DFS Senior Vice President, Global Merchandising – Watches, Jewelry, Accessories and Sunglasses – Christophe Chaix, added: “We are constantly challenging brands to bring their best and most innovative concepts to our promotional spaces at HKIA, and Luxottica has responded with an activation that definitely fits the bill. The combination of two powerhouse brands in Ray-Ban and Oakley, first-class digital elements and premium eye-catching merchandizing is acting as a real draw for consumers, and this has been reflected with impressive sales uplift.”


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