March 16 2016  |  Retailers

T Galleria by DFS highlights travel essentials with #mustpack campaign

By Rebecca Byrne

Chinese Actress Chen Ran fronts the #mustpack campaign

Travel retailer, T Galleria by DFS, has teamed up with three international influencers and global travelers to celebrate the concept of the travel essentials with its #mustpack Spring 2016 campaign.

Ethiopian philanthropist and model Liya Kebede, Chinese model Zhao Lei and Chinese actress Chen Ran will front the campaign, giving customers an insight into their journeys with photos and stories from their personal travels together with their favorite #mustpack products. Throughout March, April and May customers can interact with the campaign in-store, online and through DFS’ social media channels, connecting with each influencer, their favorite travel destinations and the many #mustpack products available at T Galleria by DFS.

Ethiopian philanthropist, Liya Kebede shares her travel essentials for the T Galleria by DFS campaign

“This season we were particularly inspired by those #mustpack items you have to have with you throughout your journey,” said John Gerhardt, Senior Vice President, Creative Branding Direction, DFS Group. “We wanted to bring that story to life by showcasing Liya, Zhao and Chen’s love of travel through their own personal travel photos as well their true travel #mustpacks.”

Chinese model Zhao Lei will host a shopping night at T Galleria by DFS’ Hong Kong store

The campaign unfolds through three videos each starring Liya, Zhao and Chen as well as a digital experience at TGalleria.com where customers can discover the videos, travel guides and the season’s #mustpack products. Customers will have the opportunity to meet the influencers in person – Zhao Lei will host a shopping night at T Galleria by DFS, Hong Kong, Canton Road on March 17 and Chen Ren will share her beauty #mustpack items with fans on April 14 at T Galleria Beauty by DFS, Hong Kong, Causeway Bay.

The campaign features #mustpack products from 15 of DFS’ most popular brands including Estée Lauder, Givenchy, Prada, Bulgari, Remy Martin and more.

“Our Spring 2016 campaign’s celebration of travel as well those essential items you have to bring with you along the way, truly brings to life everything our customers love about DFS,” said Sibylle Scherer, DFS Group’s President Merchandising and Consumer Marketing. “From fashion and beauty to watches and wines, our stores are packed with the #mustpack products that complete your journey and we’re thrilled that Liya, Zhao and Chen have joined with us to share that story this season.”

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