SOUTH KOREA. Lotte Duty Free, the official sponsor of the 2018 PyeongChang Winter Olympic Games, is embarking on a multi-channel marketing initiative targeting tourists and Korean citizens.
PyeongChang 2018 will take place from 9 to 25 February next year in PyeongChang County in the northeast of the Republic of Korea.
Lotte Duty Free has established the ‘PyeongChang Winter Festival’ to promote the event to visitors, including Chinese and Japanese tourists, at its downtown and airport duty free stores. The retailer also runs six official PyeongChang Winter Olympic Games pop-up stores.
The promotions include various tour and accommodation packages, event admission tickets, a VIP membership card and a limited-edition discount card. Meanwhile, the retailer is also creating an atmosphere around the games with promotional items and licensed products at its stores. For example, customers can take photos with the official event mascots Suhang and Ban Dabi at its World Tower store.
The retailer is also holding a raffle for domestic customers to win tickets to the ski jumping (Raji Hill) and bobsled (male final) events. To win, customers must share their comments with Lotte on why they want to go to the Winter Olympics.
Lotte Duty Free CEO Jang Seon-wook said the retailer is ramping up its efforts, starting with the PyeongChang Winter Festival, to best promote and support the Olympic Games “so that the event can be successful”.
Earlier this month, Lotte Duty Free signed the hugely popular seven-member male Korean band Bulletproof Boy Scouts (BTS) to promote the PyeongChang 2018 Olympic and Paralympic Winter Games.
From 1 January 2018, Lotte Duty Free will present discount coupons to Olympic Games ticket buyers and AD card holders. Customers with a valid ticket can search for the keyword ‘PyeongChang Winter Olympics’ at the Lotte Internet Duty Free Shop and print discount coupons. They can also receive a discount of up to KRW30,000 ($27.55), depending on the purchase amount, at the Lotte Duty Free Shops at Incheon, Gimpo and Kimhae airports.
The PyeongChang Winter Olympic Games AD Card is issued to Olympic Games officials, Paralympic Games athletes and volunteers. AD Card holders can receive coupons for a 15% discount per brand when they visit Lotte stores.
Lotte Duty Free’s official Winter Olympics pop-up stores are based within its Myeongdong head office, World Tower, Coex, Busan and Jeju stores and online. The store retails 40 items including dolls, stationery and clothing featuring the PyeongChang Winter Olympics emblem and mascot.
