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Company: Korea representative
Nomination Submitted by: KCU
Company Description: Bae Seog Bong is the official representative of the Stevie Awards in South Korea.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Travel & Tourism
 Nomination Title: Korea 014 LOTTE DUTY FREE
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
LOTTE DUTY FREE has been a representative duty-free shop in Korea for 40 years. LOTTE DUTY FREE, which has grown into a global brand of TRAVEL RETAIL by establishing LDF Belt connecting Japan, Vietnam, Australia, New Zealand, Singapore, and other Asia Pacific countries, can be met anytime, anywhere through 19 branches and online in 7 countries.
It attracted luxury brands such as Louis Vuitton, Hermes, and Chanel for the first time in the history of duty-free shops, spread K-POP and K-Culture around the world through family concerts in Korea, and is No. 1 domestic and No. 2 top tier global company with 1,613 BRANDS products.
Under the vision of 'The most trusted travel partner', LOTTE DUTY FREE is creating ESG value by applying eco-friendly management, corporate social responsibility, and corporate management transparency to all businesses. We will continue to strengthen ESG management and develop various new businesses such as LUXEMALL and LDF BUY as a Global Travel Retailer. We will try to provide more convenient services and wisely cope with the internal and external environment that has become difficult due to COVID-19 and prepare for another 40 years in the future.
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 150 words used.
Closed airports worldwide, restrictions on movement, sluggish travel industry, and COVID Blue caused by prolonged indoor life. LOTTE DUTY FREE wanted to comfort people by using this period of stagnation as a period of reorganization, not as a crisis, and by taking advantage of the characteristics of duty-free. We looked back on our surroundings during the 2021 quarantine and conducted a two-year campaign to console consumers with hope and excitement for the sky road to be reopened in 2022. The Duty 4 Earth campaign led consumers to change their consciousness by expressing the message of eco-friendly and sustainability with trendy and witty images, and the Time To Lift-Off campaign with six hot air balloons introduced travel destinations around the world. As a result of the campaign's promotion, it recorded 21,597,783 Views on SNS, and a total of 8,737 comments were received as an indicator of customer engagement.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 235 words used.
- As part of the industry-leading eco-friendly management, along with BTS, who is highly influential around the world, 4 eco-friendly themes (Feel For Earth, Care For Earth, Share For Earth, and Love For Earth) were expressed through storytelling and as a good traveler was through board games.
- LOTTE DUTY FREE's ESG practice strategy covers all areas of the value chain, including discovering eco-friendly brands, introducing eco-friendly logistics facilities, digitizing receipts and tributary exchanges, and eco-friendly packaging materials for duty-free goods in delivery.
- Ed Balloon, which contains a message of wanting to go on a trip, was characterized through image and video content were made to give hope to customers who were exhausted of the Covid-19 crisis, and gave them the enthusiasm to travel, which drawed a lot of sympathy and participations from customers. LOTTE DUTY FREE were able to successfully deliver 'travel experience' message by dynamically airing it in various offline media.
- LOTTE DUTY FREE solidified the campaign's message by making a Christmas tree with discarded PET bottles through the collaboration with an eco-friendly brand Pleats Mama.
- It functions as a messenger that shares and spreads messages about eco-friendliness at the same time as a medium to commemorate happy moments. After the end of the season, the products used in the tree were donated to minimize waste materials
- By delivering donations to the socially vulnerable, the main message of eco-friendliness and social contribution were simultaneously delivered.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 30 words used.
As a result of the campaign's promotion, it recorded 21,597,783 Views on SNS, and a total of 8,737 comments were received as an indicator of customer engagement.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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