Sense of place: for the uninitiated this is the art of imbuing an identikit international airport with the standout characteristics of its wider location. Not so much what lies beneath as what lies outside.
The Kingdom of Thailand has more than its fair share of wonders from the floating markets to the Grand Palace, the beaches, the food, the people…How to distil all that into the shopping area of an airport terminal? How to avoid the bland catch-all and instead offer an inviting microcosm of the idiosyncrasies of the place?
We all, from the business traveller to the annual holiday-makers to the gap year adventurers, love a souvenir. A reminder of a place ticked off the world map, of cultures experienced. More and more, airports and retailers are tapping into this potential. In the current climate of globalisation, it still means something to have travelled to another land.
One recent example saw Shiseido and King Power International Company (Thailand) using influencer marketing to engage with travellers. The collaboration promoted the delights of Thailand while at the same time raising Shiseido brand awareness.
The campaign included social media and digital content, in-store promotions and exclusive Shiseido products available only at King Power Thailand stores. With Thailand a popular overseas destination for Chinese tourists, this campaign sought to engage with Chinese Millennials in particular.
A leading Chinese fashion and lifestyle blogger, Magic Yang, stars alongside Thai artist Riety Darisa K, in an accompanying film ‘The Beauty of Thailand’ in which the two influencers take a tour of the Thai capital Bangkok. A star of social media in her homeland, Magic Yang’s loyal fan base of Chinese Millennials follow her for her personal style which is inspired by her love of travel and adventure and the places she visits. In the build-up to the official launch of the Shiseido/King Power campaign in April, Magic Yang posted exclusive behind-the-scenes pictures of her trip to announce her involvement and shared the film across her hugely popular Weibo and WeChat accounts.
Eagle-eyed viewers will be able to spot subtle Shiseido product placement in the film. The three favourite Shiseido products of Magic Yang: Ultimune Power Infusing Concentrate; Perfect UV Protector SPF 50+; Rouge Rouge all feature.
In tandem with the influencer’s digital content, King Power Thailand’s main store at Bangkok Suvarnabhumi Airport and the King Power Srivaree Complex (downtown) store played host to pop-up Shiseido stores building on the sense of place. A photo booth installation allowed travellers to personalise their photos with Riety’s Thai-inspired visuals which were then printed onto customised luggage tags. Complimentary skincare treatments and lip makeovers were also available.
Centre stage was an exclusive Shiseido skincare set curated by Magic Yang with bespoke packaging designed by Riety. The limited edition set, available only at King Power Thailand stores, contains Ultimune Power Infusing Concentrate for Face and Perfect UV Protector SPF50+/PA++++.
Customers spending THB 14,000 or more were eligible for a ‘The Beauty of Thailand’ cosmetic bag and for those spending over THB16,000 a Shiseido tote bag was offered as an additional gift with purchase.
As part of the installation, Riety created three artworks depicting the traditional and modern facets of Thailand:
King Power International Senior Executive Vice President Susan Whelan explained: “We are passionate about sharing the Kingdom of Thailand’s rich history and unique culture with the world, and we have been instrumental in developing and supporting cultural initiatives throughout this time. This exciting collaboration initiated by Shiseido perfectly encapsulates the wonders of Thailand as seen through the eyes of our talented home-grown artist Riety and prominent social media personality Magic Yang. We are delighted with this opportunity to not only strengthen our long partnership with Shiseido, but also enhance our all-important tourism links with key visitors from China.”
Shiseido Travel Retail Vice-President Marketing Elisabeth Jouguelet noted: “Thailand is one of the most popular destinations for Chinese tourists – it is not only a beautiful and enthralling country but a true retail destination in its own right. Through our strong partnership with King Power International and collaboration with Riety and Magic Yang, we have been able to create a platform which brings a genuine Sense of Place to our retail activation.”
If you happen to be passing through Bangkok in the next couple of days, there’s still chance to enrich your trip with a visit to the pop-up stores which run until 31 May.