INTERNATIONAL. Integrated retail marketing, communications and design agency FILTR and leading Asian communications consultancy QINRIVE have jointly developed a KOL Programme that will bring a roster of Key Opinion Leaders (KOLs) to The Moodie Davitt Report’s inaugural Virtual Travel Retail Expo next month.
The programme will see influencers from across Asia, Europe, USA and Australia engage with the travel retail channel. With a collective reach of millions of consumer followers globally, the KOLs will interact and connect with brands, retailers, airports and other delegates in a pioneering consumer component of the event, taking place virtually from 12-16 October.
Led by FILTR’s Communications Director James Brown, and QINRIVE CEO Ziqin (Kelly) Gao, the KOL Programme is centred around a campaign called KOL Ambassadors. The campaign helps influencers discover the latest travel retail products, services and experiences in order to inspire consumers as the world of travel recovers.
Leading KOL voices across travel, lifestyle and the worlds of beauty, fashion and F&B will take residence in a virtual KOL Sphere in the Experience Hub. The KOL Ambassadors will be able to learn about the latest launches, meet with brands one-on-one and take part in product unboxing experiences remotely.
At the end of the Virtual Travel Retail Expo, the Ambassadors’ top picks will be shared through their social media channels and across The Moodie Davitt Report’s B2B and social media platforms. Coverage from exhibitors will be achieved on an earned (unpaid) basis.
[The exciting KOL Ambassadors line-up will be announced in the coming days]
FILTR Communications Director James Brown commented: “Virtual Travel Retail Expo exhibitors – from the biggest multi-nationals to the newest independents and start-ups – have the opportunity to reach a broad consumer audience through the KOL Programme.
“With so many international routes still limited or on hold, we know that KOLs have not had the chance to grace travel retail stores and explore the latest product launches and novelties. Alongside QINRIVE, we have created a channel for brands to raise awareness and build demand for their products and services in travel retail for when traveller volumes return, supporting the industry in recovery.”
QINRIVE ASIA Founder and CEO, Kelly Gao, commented: “Travel retail is often referred to as the Sixth Continent, so it is fantastic to collaborate with KOLs from across different regions and come together in a new digital sixth continent – the Virtual Travel Retail Expo.
“Travellers from China and the broader Asian region are key to the recovery in travel retail and similarly KOLs from this part of the world are highly influential on the global stage. With hundreds of millions of loyal followers, they create and lead consumer trends, influence travel decisions and inspire consumers globally through various social media touchpoints across their travel journeys.”
Ms Gao added: “During the past three years, QINRIVE has worked closely with leading global brands to develop integrated communications campaigns to inspire consumers with experiential campaigns in travel retail through KOLs. But after the epidemic, we have had to think carefully about how to provide fresh inspiration for the future of influencer marketing.
“We are honoured to be a part of the new era of digital travel retail conferences and exhibitions led by The Moodie Davitt Report and FILTR, and we look forward to creating a truly memorable and historic KOL Ambassadors campaign at the Virtual Travel Retail Expo.”
The KOL Programme is enhanced by The Moodie Davitt Report and the line-up of official Virtual Travel Retail preferred media partners (a wide range of fellow B2B titles, and China market B2B and B2C platforms), providing ongoing editorial and social media support.
The creation of a dedicated KOL Sphere within the Expo’s Experience Hub and a KOL workshop hosted and managed by FILTR and QINRIVE will continue to shine the spotlight on this important, evolving and highly relevant marketing workstream. Further details to be announced soon.
The Moodie Davitt Report Founder & Chairman, Martin Moodie, commented, “The Virtual Travel Retail Expo KOL Programme is hugely exciting. The power of digital is allowing us to innovate and stretch the boundaries of trade shows and redefine the landscape.
“FILTR and QINRIVE are top-class communications agencies, who The Moodie Davitt Report works with extensively, and we are delighted to be partnering with them both to bring KOLs to the Expo.”
FILTR is an integrated marketing, communications and design agency specialising in prestige global retail channels. Established in 2016, FILTR plans, creates and implements multi-faceted campaigns around the world for luxury, premium and lifestyle brands. FILTR’s core services are segmented into four areas: PR & Communications, Retail Design, Graphic & Digital Design and Retail Consultancy.
In August 2020, FILTR merged with integrated creative agency Qingwa to form a 55-person global agency network with operations in Singapore, Hong Kong, Paris and London.
QINRIVE ASIA is an independent agency that stirs up the digital times. It combines consultancy with holistic communications to provide a range of marketing solutions. With its headquarters in HK and offices in Shanghai and Shenzhen, QINRIVE ASIA aims to grow together with the travel retail industry and builds up the connections between east and west, inbound and outbound.
QINRIVE ASIA leads and champions the ‘New 4C Marketing’ methodology (creative-content-commerce-community) for digital communications. The agency dedicates itself to building the speciality of emotional marketing through influencers and content. QINRIVE was honoured as a top 100 agency of 2019 worldwide by MADCon.
Founder Ziqin (Kelly) Gao is a brand expert and business consultant with 15 years background of luxury and premium brand communication. She gained a Global EMBA from USC Marshall, and has served as Global Brand Director of AXENT and Marketing Head of Vertu in APAC.
For more details regarding the KOL Programme, please contact James Brown at email@example.com