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Travel Retail Tales from TFWA Singapore 2019 – Part 4: Outstanding brand experiences

In her fourth blog entry from TFWA Singapore 2019, Fiona Rayner talks us through the outstanding brand experiences making an impact during Day 2 of the TFWA Asia-Pacific Exhibition.

  • Wednesday, 15 May
  • Marina Bay Sands Expo & Convention Centre
  • TFWA Asia Pacific Exhibition

During my second day at the TFWA exhibition, I had a mixture of meetings planned with brands and wanted to spend some time visiting the impressive stands that were dominating the space. Having exhibited as part of Blackjack Promotions several times previously at various events, I know first-hand how much hard work goes into designing, building, running and managing an expo stand. As you can see, there are some truly impressive stands that have been created for TFWA Singapore…

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William Grant and Sons wowed the expo with a double story stand, showcasing the very best in Whisky and their new Hendrick’s Midsummer Solstice Gin. Nearby, Godiva did not disappoint with a luxurious look and feel stand…yes, I was lucky enough to try a few delicious samples!

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Working your way around the exhibition hall can take a while as you stop to speak to brands, bump into familiar faces and make introductions to new acquaintances. As someone from an agency all about enhancing the brand experience, I thought the Toblerone activation was a simple, yet effective example of encouraging passengers to personalise their purchase.

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It was great to see one of my favourite Gin’s on display – Whitley Neil, with their new look marketing and images!

As you rush around the exhibition there are strategically placed press stands where you can pick up complimentary copies of the latest industry publications. I was delighted to see the latest issue of DFNI, complete with a Blackjack Advertorial that talks all about our 360 approach to brand promotions – from concept design, production, staffing and management.

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My final stop on Day 2 of the Exhibition was Rituals – probably my favourite stand aesthetically. As you enter the exhibition and look to your right, the fresh, warm and welcoming stand really jumps out at you. As a Rituals fan, it was great to speak with the TR team about their upcoming launches and new Travel Retail exclusives…

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Finally, it was time to head outside! I had a lovely evening planned with a friend and headed for the WeWork Offices on Beach Road – it’s crazy to think that everything past this office block was once water and over the years Singapore have fulfilled a programme of land reclamation. After some business updates, conversation soon started to turn to a refreshing drink! I was delighted when a rooftop bar overlooking Boat Quay was suggested…I think you’ll agree that the view was quite spectacular!

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