“Overwhelmed and humbled” – Judgement time nears for The QDF Factor as entries close

QATAR.  Entries have closed for The QDF Factor, an unprecedented initiative to encourage and champion creativity at a time when travel retail needs it most, having attracted a diverse and compelling array of entries.

And then there were ten… The ten finalists in The QDF Factor 2020 will be revealed on Monday 12 October at the Virtual Travel Retail Expo across the following time zones. 12:30 (UK)/ 19:30 Beijing/Singapore/ 14:30 (AST) & 07:30 (EST) And finally, just one… And in a grand finale to the Virtual Travel Retail Expo, the winner will be named in an online ceremony on Friday, 16 October across the following time zones. 14:00 (UK)/ 21:00 Beijing/Singapore/ 16:00 (AST) & 02:00 (EST)

As reported, The QDF Factor is the brainchild of Qatar Duty Free (QDF) and The Moodie Davitt Report. It is a competition open to all brands and concepts, both within or outside the travel retail channel. It offers a top prize of a complimentary six-month listing and high-profile promotion at Qatar Duty Free’s award-winning retail offer in Hamad International Airport, Doha.

The victor will also win a six-month US$50,000 multi-media advertising campaign with The Moodie Davitt Report, including an eZine dedicated solely to the winning entry/entries and other high-profile visibility spots.

Qatar Duty Free Vice President Operations Thabet Musleh said: “I am delighted to announce that The QDF Factor entry submission is now closed and that we have been overwhelmed and humbled by the number and breadth of entries from brands across all categories, including both travel retail and non-travel retail brands.

“We will review the submissions and announce the ten shortlisted entries in our Qatar Duty Free Diamond Suite at the Virtual Travel Retail Expo on Monday 12 October. The quality of entries has been very high so it will be a tough process!

“We wish all entrants the very best of luck and I take this opportunity to thank you all for participating.”

The ten finalists will be revealed on Monday 12 October by Qatar Duty Free at the inaugural Moodie Davitt Virtual Travel Retail Expo, where Qatar Duty Free is a Diamond Partner. The winner will be named in an online ceremony on Friday 16 October.

Musleh will judge the awards along with senior members of his team, with assistance from The Moodie Davitt Report Chairman Martin Moodie.

[The Qatar Duty Free and Hamad International Airport communications team put this short Instagram clip together to capture Thabet Musleh giving Martin Moodie a sneak preview of the new-look Qatar Duty Free offer in the South Node of Hamad International Airport late last month]

Entries are being assessed on a series of qualitative criteria, including:

• Innovation: What does this product or concept offer that is unique, makes it stand out from its competitors, and creates a talking point for retailer and consumer alike? What is its USP?
• CSR – what additional social credentials does your product offer?
• Presentation:  What is compelling about the packaging? What makes it stand out on shelf?
• Commercial viability: Who is your product targeted at? What makes it a winner? What is your pricing policy and (going forward) marketing approach?
• Overall quality: Tell us about the R&D that went into your product, the quality of its ingredients/components etc.

Qatar Duty Free may award more than one prize if sufficiently impressed (The Moodie Davitt Report will match any additional prizes with further advertising).