With a database of local Tourist Shoppers responsive to Global Blue’s email campaigns, the local malls treasure each opportunity of a possible collaboration with Global Blue.

This was 2020’s Lunar New Year shopping campaign collaboration with ION Orchard.

With the company’s market research of the demographics and spending behaviour of the mall’s Shopper, I:

• Came up with the Campaign branding that speaks to the Target Audience (TA)
• Curated the email campaigns – comprising 4 emails that build and sustain the recipients’ interest in the mall-only promotions exclusive to the Global Blue member.
• Oversaw the copywriting of the campaign collaterals including the following:

POS tent card

Mall drive-through ad & Mall directory

Besides the POS being the ultimate collateral of the Shopper’s purchase conversion, I pitched to the management for other communication touchpoints.

Hopefully, with more frequent reminders and ‘bombardment’ of the communication, it may lead to the TA’s increased desire to spend or their purchase conversion.

I opted for the Mall Drive-through as the campaign’s anticipated sales are Elite shopper-focused. This demographic has been observed to appreciate the mall’s designated valet services.

I would like the ‘feel good’ emotion from the mall’s valet services to have a positive continuity to the TA’s first interaction with the campaign collateral. at the drive-through.