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| Airline: Qatar Airways |
| Title: Shopping Extravaganza |
| FREQUENCY: Twice a year |
| PAGINATION: 124 (excluding covers) |
| CATEGORIES (including advertising): |
| Quality of paper: Excellent |
| Photo quality: High |
Pre-order: Yes, at least 72 hours before your flight leaves – via telephone, fax or e-mail at Qatar Airways. Passengers can also pre-order while onboard, to collect on the return flight. |
| Website preview available?: Yes, at www.qatarairways.com |
Website sale available: |
Source: ©The Moodie Report |
QATAR. Qatar Airways has just launched the latest edition of its acclaimed inflight retail magazine Shopping Extravaganza.
As always the magazine features high-class production values, including the now trademark brand-embossed art transparent paper between sections.
The new edition, launched inflight on 18 November, features an image of Emporio Armani Diamonds fragrance on the front cover with its Brand Ambassador Beyonce. The new Fendi fragrance, Palazzo, is on the back cover.
The edition runs to 124 pages (plus covers) and features a wide range of new items, including:
New and Exclusive Pianegonda Jewellery Bvlgari Ties and Mobile Phone straps
New products from Smashbox, Bobbi Brown, Dior, YSL and Chanel
Introduced for the first time on an airline in the region – Benefit cosmetics, Helena Rubinstein skincare, Dr Brandt and Body Innoventions
New fashion jewellery, watches and an evening bag from Folli Follie
The latest mobile phones from Samsung and Nokia
A powerful line-up of new fragrances from various houses as well as traditional best sellers
The magazine, long considered one of the best in the inflight retail business, is the brainchild of Qatar Duty Free Deputy General Manager Krishna Kumari. She controls its product selection, the design concept, the choice of paper and the printing standards.
The entire magazine can be viewed by travellers – and readers of The Moodie Report – at www.qatarairways.com
COMMENT As always this is more of a luxury magazine that an “˜inflight brochure’. It’s packed with a full and diverse offer with price-points to suit Qatar Airway’s wide mix of passenger profiles.
As usual the opening double page spread is dedicated to passenger information – credit card limits, refund policies, a pre-order notice and a contents panel. Then it’s down to business.
A trademark of Shopping Extravaganza is a series of “˜stand-alone’ double-page spreads at the front of the magazine. This time they are dedicated to Pianegonda jewellery (an onboard exclusive) Bvlgari, Chopard, and Montblanc.
With the luxury tone set, the main sections begin, all prefaced beautifully with a page of transparent art-paper on which the brands carried are listed in gold lettering.
Fragrances occupies 34 pages (including advertising), including an impressive 28 new introductions such as Donna Karan Gold, Agent Provocateur Eau Emotionelle and Strip, L’Eau D’Issey, Hermès Kelly Caleche, Guerlain L’Instant Magic, Givenchy Ange Ou Etrange, Calvin Klein Euphoria Blossom, Viktor & Rolf Flowerbomb Extréme, Versace Eau de Parfum, Vera Wang Truly Pink, Diesel Fuel For Life, La Prairie Silver Rain, Escada Eau de Parfum, Emporio Armani Diamonds, and Dior (Midnight Poison, Forever & Ever Dior, and Les Parfums De Dior).
Others include Fendi Palazzo, Tom Ford Black Orchid, Chanel Chance Eau Fraîche and Baby Doll and YSL Elle from YSL. 14 pages of cosmetics, one dedicated to nails and nine specifically to skincare follow. There are also sections for Arabic and men’s fragrances (the latter a whopping 18 pages).
Again all these selections focus heavily on newness and exclusives, for example with Dr Brandt skincare.
Next comes jewellery and watches, featuring a strong showing from Folli Follie, sunglasses, ladies fashion, kids, travel accessories, souvenirs, liquor and tobacco. The magazine again closes with a double page spread of advertising from Nokia.
As always Shopping Extravaganza makes the product the hero. While it feels luxurious it also fulfils its key role as a shopper-friendly, well sign-posted catalogue. Perhaps the airline’s best edition yet.
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Inflight Brochure Monitor: Qatar Airways launches a major Shopping Extravaganza – 25/05/07
