DFP in 'Oscars of World of Duty Free Industry'

MANILA, Philippines - Duty Free Philippines (DFP) has made it to the finals of the “Oscars of World of Duty Free Industry.”

The DFP, an attached agency of the Department of Tourism, was nominated to the Tax Free World Frontier Awards in the Best Marketing Campaign category, much to the delight of Tourism Secretary Alberto Lim (photo).

The Frontier awards give recognition to retail marketing in the travel-retail sector worldwide. This year, it focuses on creativity, customer awareness and translation into customer sales.

DFP COO Lorenzo Formoso said organizers want the promotions or marketing efforts to be sophisticated initiatives aimed at improving the following: Penetration, loyalty, repeat business, the creation of a stronger presence and image for the retailer beneficial to business or simply an increase in sales volume in a given period of time. (www.frontiermagazine.co.uk/awards.html)

In 1989, DFP won its first Frontier Award as Best Duty Free Airport Retailer in 1989 during the Cory Aquino Administration.

The entry also presented its OOH or Out-of-Home advertising which featured ad wraps in its vehicles and other unorthodox means promoting the DFP Pasalubong shopping to its markets composed of the OFWs, balikbayan and regular Filipino travelers and their families at the DFP stores.

The awarding is set in September during the Frontier Awards Gala night.

Lim directed the DFP to continue improving its retail services to customers in line with Pinoy Homecoming Program and provide merchandising needs of tourists visiting the country.