Rodenstock boosts CDFG partnership with high profile promotion

Global eyewear specialist Rodenstock has furthered its partnership with leading retailer China Duty Free Group (CDFG) with a three-month promotion at Beijing Capital International Airport. The promotion is going ahead, despite the current Coronavirus outbreak.

CDFG is a key retail partner for Rodenstock and last summer the two companies unveiled a limited edition CDFG exclusive model from Rodenstock’s Porsche Design range.

This exclusive CDFG model is a version of the sporty P’8531 edition and features a new glass colour, ‘mercury silver mirror’, and is marked as “CDFG Exclusive”. Just 500 pairs have been made and each one is engraved with a serial number.

It is the centrepiece of a new high-profile activation by Rodenstock in Terminal 3 of Beijing Capital International Airport.

An eye-catching display has been established in the Departure area of Terminal 3, featuring a light box, plinths and displays offering shoppers a 360-degree view of the Porsche Design Eyewear brand environment. The light box features two poster images of the brand and the plinths carry showcases with the glasses inside.

The exclusive CDFG model features on one side of the display, while the wider Porsche Design assortment is on the other side.

Petra Eckhardt-Koestler, Rodenstock Director Global Retail Eyewear, said: “This new high-profile campaign is the perfect way to expand our partnership with CDFG, who are one of our key retail partners in the travel retail channel.

“Obviously these are very unusual circumstances and with the Coronavirus, we cannot expect the usual results. Nevertheless, CDFG is a key retail partner for us and we remain committed to working with them on this promotion. While it is a very worrying time for our industry, China remains a very important market in the travel retail sector today and we are here for the long-term.

“The promotion runs through March and we are hopeful that travel patterns will have recovered by then. This striking display will catch the attention of shoppers who increasingly have less time to spend instore and will boost engagement both with the brand and with the wider category.”

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