Dubai Duty Free won three awards at The Moodies Travel Journey Digital Awards recently. The awards included the “Best Use of a Social Platform (Instagram)”, “Best KOL (Key Opinion Leaders)-Driven Campaign and a “Special Judge’s Award for Creativity in Crisis.” Organised by The Moodie Davitt Report, the awards recognise best practices in social, digital media and marketing among the airport and wider travel retail community.
Dubai Duty Free was awarded the “Best Use of a Social Platform” – Instagram for tapping into the increasing popularity of Instagram stories in 2019, through its weekly highlights “What’s Happening at Dubai Duty Free”, which helped boost fan engagement and improve brand awareness for traveler’s planning decision.
The “Best KOL-Driven Campaign” was awarded to Dubai Duty Free’s partnership with Kuwaiti style icon and social media influencer, Noha Nabil, through a series of campaign activities during the month of November and December. This included discount offers for her followers, competitions and shopfloor tours which proved to be successful from both a revenue and social media perspective.
Meanwhile, the “Special Judge’s Award for Creativity in Crisis” singled out the Dubai Duty Free choral ensemble – Dubai Duty Free Nightingales, for its performance of Josh Groban’s “You Raise Me Up” performed from their homes while in lockdown. The split screen Zoom view showed the members singing alone and yet in perfect unison and offered a magnificent and moving musical tribute to key workers across the global duty free industry.
Commenting on these awards, Dubai Duty Free Executive Vice Chairman & CEO, Colm McLoughlin said, “We are thrilled that our efforts to stay relevant and in-tune with our customers through the use of social and digital media has been recognised by The Moodies. We will continue to look at ways to engage with our customers and look forward to welcoming them back once it is safe to do so.”
The winners were drawn from a shortlist of 142 entries in 23 different categories, which were generated via a mix of self-nomination or nomination by independent parties. The Moodies cover digital, mobile, social media and marketing activities across airports overall, plus airport retail and food & beverage.
Dubai Duty Free continues to communicate through its social media platforms including Facebook, Instagram and Twitter as well as in two Chinese platforms such as WeChat and Weibo.