New Jordan Design offering to focus on digital communication in travel retail

By Andrew Pentol |

The new capability has already been adopted by Whyte & Mackay’s The Dalmore whisky brand.

London-based travel retail design agency Jordan Design has unveiled a digital version of its high-end brand design offering.

The company has dialled up its ability to offer a digital rather than physical solution to high-end brand communication and promotion challenges in GTR.

In response to coronavirus (Covid-19) restrictions, where online to offline marketing assumes a new importance, the investment is an additional resource focussed on strategic and creative digital communication. It will enable Jordan Design to reach out to consumers before they travel.

FOOTFALL AND CLICK-FALL DRIVER

The investment will also allow the design agency to drive footfall and click-fall to the duty free channel to deliver virtual experiences.

The investment is an additional resource focussed on strategic and creative digital communication and will enable Jordan Design to reach out to consumers before they travel.

This new capability has already been adopted by Whyte & Mackay’s The Dalmore whisky brand which is using the structure to showcase its new travel retail exclusive Ensemble Collection in 2021.

The campaign will leverage the universal passion points of music and art that have been exclusively created for the Ensemble Collection to capture the imagination of the target audience.

Ben Jordan, Jordan Design, Managing Director (pictured left) said: “With this new initiative, our design and creative output can now be modified to convey a virtual rather than physical end-deliverable.

“Our dedicated digital strategy team is now able to complement physical GTR creations with a design that conveys brands’ DNA digitally to a similar level of impact.”

According to Jordan, the function of GTR brand design is to attract people’s attention while they are in a duty-free store. He added: “Now that the core dynamic of GTR has changed and there are far fewer people passing through the shop, brands need to make people aware of what is in the shop before they travel, essentially relocating the shop window.

“We are developing strategies that reach out to consumers before they travel, engaging with them through social media and other platforms in the domestic market to drive them into the airport shop. We do this in three stages: Connect, Educate and Experience.”

He concluded: “Jordan Design is all about understanding brands and developing creative strategies for promoting new brand launches and recreating brand DNA.

“We realised there was no reason why that could not be transformed into a virtual experience and thus drive sales of the corresponding product in a GTR environment.”

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