As well as being a cause for celebration, anniversaries are often an opportunity to reflect on what has changed over the intervening years and take stock of achievements. 2017 marks the 70th birthday of duty free, an industry that started from a small shop at Shannon Airport in post-war Ireland and now spans the globe, employing thousands and generating annual sales of more than US$60 billion. To highlight this anniversary and celebrate duty free’s contribution to travel and tourism as well as the passenger experience, TFWA is launching a promotional campaign targeting the travellers of today.

Six different executions convey a series of key messages about duty free. From the central role it plays as part of people’s holidays and the importance of gifting and convenience through to the jobs and investment in transport that are financed by industry revenues, the campaign underscores how duty free and travel retail enables and enhances the pleasure of travel. The distinctive visuals, created especially for the campaign, are underpinned by concise copy with the headline “70 Years of Duty Free” and tailed with the tagline “Duty Free and Travel Retail: Part of the Journey”. TFWA is making the visuals available free of charge to companies in the travel retail arena including landlords, operators and brands.

User companies are encouraged to add their logo and deploy the campaign in any advertising space or promotional literature to which they have access. Versions have been produced in English, French, Spanish, Chinese, Japanese, Korean and Arabic. The visuals will be supported on Twitter under the hashtag #DutyFree70 with a sequence of tweets detailing key figures, dates and events in the growth of the industry.

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Using the anniversary as a platform to deliver a forceful, positive message to passengers about the benefits of duty free and travel retail, the TFWA campaign seeks to provide a single, cost-effective voice with which the industry can celebrate 70 years of achievement.