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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: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Travel / Tourism / Destination
 Nomination Title: Korea 013 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 of 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 in 7 countries and also on-line.
It attracted luxury brands such as Louis Vuitton, Hermès, and Chanel for the first time in the duty-free history, spread K-POP and K-Culture around the world by holding big music concerts in Korea, which is called 'family concert', and is No. 1 within Korea from market share perspective and accordingly ranked No. 2 top tier global company with 1,613 BRANDS.
Under the vision of 'The most trusted travel partner', LOTTE DUTY FREE is creating ESG value by conducting eco-friendly management, practicing corporate social responsibility, and maintaining corporate management transparency to all businesses.
We will continue to strengthen ESG management and to develop various new businesses as we have launched new businesses such as LUXEMALL and LDF BUY as a Global Travel Retailor. We will try to provide more convenient services and wisely cope with the internal and external environment that has confronted crisis due to COVID-19 and prepare for another 40 years to come.
- 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 151 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 by taking advantage of the characteristics of duty-free.
Look back on our surroundings during the 2021 quarantine,
We conducted a two-year campaign to console consumers with hope and excitement for the sky to be reopened in 2022.
The Duty 4 Earth campaign led consumers to change their consciousness by expressing the message of eco-friendliness and sustainability with trendy and witty images, and by launching the Time To Lift-Off campaign with six hot air balloons which introduced travel destinations around the world.
As a result of the campaign's promotion, it recorded 21,597,783 Views on social media, 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 243 words used.
- As part of the industry-leading eco-friendly management, we launched campaign with BTS, who is highly influential around the world. Four eco-friendly themes (Feel For Earth, Care For Earth, Share For Earth, and Love For Earth) were expressed through storytelling and successfully yielded customer engagement by providing various goods such as eco-friendly themed board game.
- LOTTE DUTY FREE's ESG strategy covers all areas of the value chain, including discovering eco-friendly brands, operating eco-friendly logistics facilities, digitizing receipts, and using eco-friendly packaging materials for the delivery of duty-free goods.
- Air Balloon, which contains a message of wanting to go on a trip, was characterized through image and video content. Designed to give hope to customers who were exhausted from Covid-19 crisis, we wish to share the enthusiasm to travel. It evoked 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 spots.
- 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 called Pleats Mama.
- It functioned as a messenger that shares and spreads messages about eco-friendliness, and 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 31 words used.
As a result of the campaign's promotion, it recorded 21,597,783 Views on social media, 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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