A world-class welcome for Duty Free Philippines heroes
MANILA, Philippines - Duty Free Philippines (DFP), one of the attached agencies of the Department of Tourism (DOT), recently unveiled its store’s new entrance design and façade to spearhead the company’s celebration of its 25th year in 2012. With the objective of providing a fitting welcome to the country’s modern economic heroes, the balikbayans and overseas workers, as well as to other international travelers, the new Duty Free Philippines now boasts a truly world-class image.
A giant store fixture right at the entrance gate of the Fiestamall, DFP’s flagship store in Parañaque City, is designed to resemble a shopping bag full of pasalubong items such as chocolates, perfumes and liquors. This 18-foot-tall eye-catcher is primarily intended to entice potential customers, especially those coming from the airport and within the vicinity to shop at Fiestamall.
To be used as the icon of DFP’S marketing tagline “Go Pasalubong Shopping with the Family,” the giant brand display also aims to remind balikbayans, OFWs, and returning Filipino travelers of the emotions involved in a much-awaited reunion when a family member returns from overseas; the opportunity to immediately spend quality time together as they choose the best pasalubong for every member of the family.
“This is to spearhead DFP’s celebration of its 25th year in 2012,” quips Enchong Formoso, DFP’s COO. He added that most of DFP’s outlets now sport this modern and sleek façade to achieve a one-brand look. The Fiestamall store’s entrance is highlighted by its popular weave logo mounted on a yellow backdrop with the weave made of stainless steel to symbolize DFP’s silver anniversary. The façade also showcases watermark immigration stamps and a welcome sign “Mabuhay! We’ve been expecting you.”
“More changes are forthcoming,” says Formoso. “Aside from the exterior aesthetics, DFP will also undergo a series of interior changes like the upgrade of store facilities and improvement of product mix to include highly in-demand categories such as cigars, high-tech gadgets and Filipiniana gifts.”
