MiTone is repackaged using personal travel stories

By Kevin Rozario |

Dutch airport electronics retailer Capi is getting up close and personal with passengers. The company has redesigned its own-label consumer electronics brand MiTone with packaging that features a so-called ‘travel story’ – and from today it is running a promotion at all its outlets asking customers to submit a story with a chance of winning a Bluetooth Twist speaker.
On each MiTone product, space has been allocated to show part of someone’s travel experience. The reader is invited to read the full story on MiTone’s website, Readers can also submit stories directly on the website. For every story that is printed on a product the author will win the prize.

The MiTone range is exclusively available in the duty free and travel retail market and Capi – due to become part of the B&S Group later this month – believes that it reaches a variety of people; from business or leisure travellers, to military personnel and diplomats through the company’s Capi Trading division.
Peter Wiggers (right), CEO of Royal Capi-Lux which owns Capi, says: “These are all people who have visited various countries and experienced different cultures and out-of-the-ordinary situations. We are hoping for some interesting travel stories from our customers.”
Ron Bol, manager MiTone adds: “Travel stories are a great way of consolidating our brand. MiTone is unique in the DF&TR market, focused exclusively on travel and travellers. Our customers appreciate that.”

Capi distributes electronics through owned shops at airports in Amsterdam, Frankfurt, Munich, Helsinki, Oslo, Johannesburg and Cape Town, as well as through business partners. The company is active at 17 airports in Europe, the Middle East and South Africa.


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