INTERNATIONAL. DFS Group, the world’s leading luxury travel retailer, today announced it has begun a major charitable initiative to assist children with cleft lips and palates in emergent countries.
DFS is partnering with The Smile Train, the world’s leading cleft charity, and The Moodie Report on an extensive multi-national campaign across its global network to raise funds and visibility for the charity.
According to The Smile Train, it costs just US$250 and takes only 45 minutes to transform a child’s life – and that of their families – forever.
All donations to The Smile Train go directly to funding operations and medical expertise in the countries concerned.
To date The Smile Train has surgically repaired cleft lips and palates on close to 300,000 children in more than 70 countries, bringing relief and joy to families who could not otherwise afford this treatment.
A keystone of DFS’ involvement will be encouraging the participation of its many brand partners, which include the biggest names in luxury and premium retailing.
Kicking off in mid-2008, the campaign will be driven by a variety of promotions and tailored product offerings at DFS stores with proceeds going to The Smile Train.
Brian Mullaney: “Having DFS and their world-renowned brand partners get “˜onboard’ The Smile Train is like a dream come true”
The campaign will begin with the opening of the elegant all-luxury new DFS Galleria Macau at The Shoppes at Four Seasons in Macau.
“Martin Moodie’s passion for The Smile Train is simply infectious,” said Michael Schriver, President of Store Operations at DFS Group and, until recently, Merchandising President at the company.
“Once we heard about the remarkable work done by this charity and Martin’s deep commitment to it, it became a natural for us to embrace at DFS.
“We now look forward to working with our valued brand partners to produce a truly memorable and effective program to support The Smile Train.”
“Having DFS and their world-renowned brand partners get “˜onboard’ The Smile Train is like a dream come true,” said The Smile Train co-founder Brian Mullaney.
“With their help and support, we will be able to provide additional surgeries for tens of thousands of children who would otherwise never be helped.
“This free cleft surgery will give these children not just a new smile, but a second chance at life.”
Michael Schriver: “We now look forward to working with our valued brand partners to produce a truly memorable and effective program to support The Smile Train”
The Moodie Report Founder and Publisher Martin Moodie said: “We’re thrilled about the DFS Group initiative. The Smile Train is a charity close to our heart and we believe this campaign will not only help transform the lives of many children but also foster crucial awareness about the organisation’s work.
“DFS enjoys tremendous visibility with the world’s travelling consumers and its support will make a fundamental difference to the work of The Smile Train.”
ABOUT DFS GROUP
DFS Group (www.DFSGalleria.com) is the world’s leading travel luxury retailer with more than 150 shops at major airports in Asia/Pacific and North America, including Singapore Changi, Hong Kong, Sydney, Auckland, New York JFK, San Francisco, Los Angeles and Honolulu.
DFS also operates 14 large luxury DFS Gallerias in key downtown and other off-airport locations.
DFS, headquartered in Hong Kong, employs more than 6,500 people. DFS is majority owned by LVMH Moet Hennessy Louis Vuitton; the balance is owned by companies associated with DFS founder Robert Miller.
DFS climbs onboard
The Smile Train
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ABOUT THE SMILE TRAIN
The Smile Train (www.smiletrain.org) specialises in high-quality, accredited cleft lip and palate surgeries and awareness programmes in developing countries, with a particular focus on children.
This year it hopes to fund its 300,000th free cleft surgery worldwide. All donations go to funding operations and none to meeting overheads.
Click here for a video showing The Smile Train at work in Bangladesh.
ABOUT THE MOODIE REPORT
The Moodie Report is a prominent business intelligence service for the travel retail industry.
The company has been instrumental in driving visibility for The Smile Train, working with German fashion house Hugo Boss in 2007 to raise well over US$300,000 for the charity in a fund-raising dinner in Hong Kong.
For further inquiries, please contact DFS Group’s Lynn Arce at email@example.com; The Smile Train’s Brian Mullaney at firstname.lastname@example.org and The Moodie Report’s Martin Moodie at Martin@TheMoodieReport.com
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