Sharing unique and elevated beauty shopping

The Shilla Duty Free Singapore
Challenges

Build brand awareness and boost sales

The Shilla Duty Free is commonly known as the Korean Duty Free stores at airports around the world. The Shilla Duty Free Singapore in particular is home to more than 140 beauty products such as Aveda, Chanel, Estee Lauder, Origins, SK-II and Lancome, as well as the Shilla Beauty Loft that provised visitors with beauty experiences. As one of the world famous airports, Singapore Changi International Airport has four terminals with many duty free stores, it is important for Singapore Shilla Duty Free shops to stand out from the competition and showcase exclusive brand offerings and experiences. Sinclair was appointed to attract Chinese travellers to shop in Singapore Changi Airport stores while passing through.

Approach

Insight In addition to visitor arrivals, there are many transit flights via Singapore that boost shopper numbers at the airport. 

Brand Consistency Coined and used the name ‘Singapore Shilla Duty Free’ in all press materials to deepen the impression of readers as well as to differentiate the brand name from  Korean Shilla shops.

Storytelling Used creative content in media and influencer conversations to share exclusive offers and unique selling points of key products.

Integrated Strategy Pitched media and influencers to deliver the key brand message to the target audience across traditional PR platform and social PR platform, e.g. Weibo, Little Red Book, etc.

Product Seeding Send key media and influencers trending beauty products to build brand loyalty and maintain the relationship.

Outcomes
+135
stories in print and online publications
+13 billion
through target media across China
+10 million
influencer story views
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