Lotte Duty Free said on the 24th that it launched a new branding campaign with its global model, the fourth-generation flagship girl group aespa, stepping up marketing based on K-content.
Lotte Duty Free sequentially released teaser content for a new branding campaign with aespa on its official social media channels from Apr. 20 to 22. The teasers used an airport flip board, in-flight announcements featuring the voices of aespa members, and arrival cards handwritten by the members. By portraying Lotte Duty Free as a "travel destination," the company heightened interest in the campaign.
The slogan of this campaign is "TRIP LOTTE DUTY FREE." It carries a message to make Lotte Duty Free itself a "hot place" that global travelers want to visit. Just as travelers look for famous streets, eateries, and landmarks, it suggests that shoppers can enjoy a variety of duty-free shopping at Lotte Duty Free as a travel experience.
The campaign video consists of one main film and four short-form videos by member. In the videos, aespa members appear as duty-free shopping guides and introduce different shopping themes. Karina takes on "Bag Street," Winter "Beauty Eatery," Ningning "Jewelry Spot," and Giselle "Sunglasses Tower."
Lotte Duty Free plans to extend the universe of this video campaign to offline stores to strengthen customer experience elements. At the World Tower, Busan, and Jeju locations, it will set up "Episode Zones" reflecting the campaign concept and life-size cutouts of aespa members. In addition, all downtown stores will display the members' handprints to offer visitors a variety of attractions.
Nam Goong-pyo, head of marketing at Lotte Duty Free, said, "By rolling out this branding campaign with aespa, Lotte Duty Free aims to become a destination for travel to Korea beyond a simple shopping space," adding, "We will actively work to attract global customers with differentiated marketing that leverages K-content."