To celebrate the Lunar New Year of the Tiger, Elizabeth Arden has conducted a 360° activation in offshore duty free haven, Hainan, China. The tiger themed activation sees the brand collaborating with the popular fat tiger character , Alexander, by Beijing artist Bu2ma. Collaboration spans across all duty free stores in Hainan, hotel partner Crowne Plaza Sanya Haitang Bay Resort as well as China’s travel organiser Ctrip.
The Hainan-exclusive campaign covers the complete journey of a Hainan traveller. When planning their trip, travellers are exposed to the brand campaign and coupons via Ctrip APP advertising and message pop-ups, geographically targeted to achieve higher efficiency and effectiveness.
Travellers checking in at the Crowne Plaza Sanya Haitang Bay Resort are greeted by an animation display at the hotel lounge, featuring Alexander the tiger alongside Elizabeth Arden products. Hotel guests are reminded of the Elizabeth Arden promotions at all touchpoints, inclusive of the reception, restaurants and guest rooms. For a limited time period, Elizabeth Arden also provides all check- in guests with its best-selling Ceramide capsules serum sampling set.
Stepping into Hainan Tourism Duty Free Shopping Complex, operated by license holder Hainan Tourism Investment Duty Free Co with the co-support partnership of Lagardère Travel Retail, a Hainan beach themed pop-up greets the travellers. Elizabeth Arden’s iconic Prevage and Ceramide capsules serums are presented as the holiday travel must-have.
At Sanya International Duty Free Shopping Complex operated by China Duty Free Group, customers have another photo-taking opportunity at Level 2 Beauty Essential’s window display. The playful merchandising features Alexander the tiger in various fun poses on a tiger “cat tower”. Customers can easily stroll to the Elizabeth Arden boutique to discover special promotions and collectibles in the same theme.
Similar promotions are also found across all Elizabeth Arden Hainan duty free stores.
Alexander the fat tiger has become increasingly popular with Chinese customers due to its human-like anthropomorphism. Elizabeth Arden’s collaboration with the tiger is in line with China’s Meng culture, a trend which could no longer be overlooked.
The Hainan-exclusive activation takes place until March 2022 on both online and offline channels.