MANILA, Philippines - Tourism Secretary Alberto “Bertie” Lim has announced that Duty Free Philippines (DFP), an attached agency of the Department of Tourism, made it to the finals of the Tax Free World Frontier Awards – the Oscars of World Duty Free Industry – in the Best Marketing Campaign Category.
In a report, DFP COO Lorenzo “Enchong” Formoso said the Frontier Awards judges picked DFP’s marketing entry as one of the finalists for the coveted award.
The Frontier Awards gives recognition to retail marketing in the travel-retail sector worldwide.
This year, the Frontier Awards focuses on creativity, customer awareness and, above all, a clear translation into customer sales.
They want the promotions or marketing efforts to be sophisticated initiatives aimed at improving any or all of the following: penetration, loyalty, repeat business, the creation of a stronger presence and image for the retailer that is beneficial to business or simply an increase in sales volume in a given period of time. (www.frontiermagazine.co.uk/awards.html)
DFP won its first Frontier Award as Best Duty Free Airport Retailer in 1989 during the Cory Aquino Administration. The DOT is hoping that DFP will garner the Best Marketing Campaign again in this Aquino Administration.
Lim said DFP’s new media campaign, “Pasalubong Shopping with the Family” is DFP’s total cyberspace promotions program. This includes its website, Facebook account, Twitter account, online support chat, video networking, RSS Feeds, and a viral ad at www.dfp.com.ph
The entry also presented its OOH or Out of Home advertising which featured ad wraps in its vehicles and other unorthodox means to promote DFP Pasalubong shopping to its markets composed of the OFWs, Balikbayans and Regular Filipino travellers and their families at the DFP stores.
The nomination alone serves as the industry’s recognition of DFP’s marketing efforts among the entries from all the duty free shops worldwide. The awarding will be during the Frontier Awards Gala night this September 2011.
Lim directed DFP to continue to improve its retail services to its customers in line with the Pinoy Homecoming Program and to provide the merchandising needs of tourists visiting the country.