Nuance-Watson wins Frontier Award for 'Best Marketing Campaign'

04 Nov '08

2 min read

At this year's Frontier Awards Night held in Cannes on October 29, Nuance-Watson (Hong Kong) was awarded the recognition for “Best Marketing Campaign of the Year” for its “Lovable Panda” promotion.

The Nuance Group Zurich and Nuance-Watson (Singapore) were both shortlisted for the overall award, “Airport Retailer of the Year”.

Founded in 1985, the Frontier Awards occupy a special place at the heart of the travel retail industry. This is the third Frontier Award Nuance-Watson (Hong Kong) has received over three consecutive years, following the win of “2007 Best Partnership Initiative of the Year” and “2006 Airport/Land-based Retailer of the Year”.

This year, Nuance-Watson (HK) competed with a submission describing the “Lovable Panda Promotion” organised in summer 2007. The nine-week promotion with China's most popular animal at its center was carefully scheduled to coincide with the summer peak season as well as the 10th Anniversary of the Hong Kong Special Administrative Region. Apart from decorations throughout the stores, the promotion offered panda merchandise as a purchase or gift with purchase and was aimed at increasing customer penetration and purchase levels in stores.

The performance of the “Lovable Panda Promotion” was remarkable both quantitatively and qualitatively. The campaign generated extraordinary sales results and achieved extensive reach among target customers. Enhancing customer satisfaction levels and achieving widespread recognition, the campaign also delivered measurable qualitative achievements.

Alessandra Piovesana, Nuance-Watson Regional Managing Director for North Asia, said: “We are delighted to receive this recognition. Together with last year's partnership award, this marketing award recognizes two principal qualities we have been striving to achieve throughout the years: We firmly believe that, apart from brands and products, innovation and marketing are the means to differentiate our offer from everybody else's. This successful campaign shows the added value we bring to brands, and the award further motivates us to continuously develop innovative and high performing marketing initiatives.”

Nuance-Watson (Hong Kong), a joint venture between the A.S. Watson Group and The Nuance Group, is the leading retail operator at Hong Kong International Airport operating 43 under 18 licences. In 2007, Nuance-Watson (Hong Kong)extended its travel retail business beyond Hong Kong by opening a operations at Asia's largest integrated resort complex The Venetian Macao as well as Zhuhai Airport in China.

Nuance-Watson (Hong Kong) Limited

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