Goodflow celebrates participation in Virtual Travel Retail Expo as “pivotal moment”

Cyprus-based travel retail agency Goodflow has hailed its participation at the inaugural Moodie Davitt Virtual Travel Retail Expo. The live Expo ran from 12-16 October and remains open during a one-month ‘encore’ period.

Click here to visit the Goodflow stand

As reported, Goodflow launched its five-brand portfolio at the virtual event with its Article 22 jewellery brand claiming third place runner-up in The QDF Factor competition, an initiative from Qatar Duty Free and The Moodie Davitt Report to champion creativity and new thinking in travel retail.

“Initiatives like The Moodie Davitt Virtual Expo and The QDF Factor are excellent examples of how forward-thinking ideas, as well as strong partnerships, can be supportive to the industry in this road to recovery” – Goodflow Co-founder Daisy Petevis

Goodflow Co-founder Daisy Petevis acknowledged 2020 as a “tough year for all industry stakeholders”. However, she said initiatives such as the Virtual Travel Retail Expo and the QDF Factor were “excellent examples of how forward-thinking ideas, as well as strong partnerships, can be supportive to the industry in this road to recovery”.

Goodflow Co-founder Daisy Petevis hails the success of the “forward thinking” Virtual Travel Retail Expo

“For Goodflow, the Virtual Expo was a pivotal moment as it celebrated the official launch of our five-brand portfolio, as well as our agency within the industry. Article 22 being in the top three of the QDF Factor was definitely the highlight of our week.

“We are truly grateful to Qatar Duty Free and The Moodie Davitt Report, not only for taking such initiative but also for giving all ten finalists the opportunity to be listed in Hamad International Airport.”

The move to offer listings to all ten finalists was revealed by Qatar Airways Group Chief Executive His Excellency Akbar Al Baker during an interview with Moodie Davitt Report Founder & Chairman Martin Moodie on the first day of the Virtual Travel Retail Expo.

As the QDF Factor runner-up, Article 22 will receive a secondary promotion courtesy of Qatar Duty Free. The brand was also awarded a US$25,000 multi-media advertising campaign with The Moodie Davitt Report.

“Article 22’s win secures significant marketing exposure, as well as a physical store, which is a great step for this stand-out jewellery brand,” Petevis added.

“It is a dream to have the positive messages of Article 22 jewellery exposed in one of the most important travel retail markets in the world. We can’t wait to further grow our community through this flagship travel retail location” –  Article 22 Founder Elizabeth Suda 

Article 22, which takes its name from a section of the United Nation’s 1948 Declaration of Human Rights, offers a range of jewellery made from recycled residues from bombs in Laos.

It employs local craftsmen to transform bomb scraps into bracelets, necklaces and earrings. 10% of product cost is donated to MAG (Mines Advisory Group) to clear some of the estimated 80 million unexploded bombs in Laos.

The Peacebomb jewellery collection tells a story about positive transformation and is supported by celebrities including actresses Emma Watson and Olivia Wilde, model Angela Lindvall and artist and musician Robert del Naja of Massive Attack.

Petevis highlighted Goodflow’s partnership with store designer and concession builder Concourse in developing brand concepts and its work leading up to The QDF Factor.

Concourse created a dedicated pop-up concept for Article 22 with a focus on the brand’s values and ethos and using ECOR material, a sustainable solution which, Petevis said, matches Article 22’s philosophy.

Goodflow partnered with Concourse in developing display units for the Article 22 jewellery

At Hamad International Airport, the Article 22 pop-up will highlight the brand’s message of “celebrating the transformation of ourselves and the world around us”.

Commenting on her brand’s QDF Factor success, Article 22 Founder Elizabeth Suda said: “It is a dream to have the positive messages of Article 22 jewellery exposed in one of the most important travel retail markets in the world. We can’t wait to further grow our community through this flagship travel retail location.”

US model and actress Angela Lindvall is one of several celebrities who support the Article 22 concept

She said the brand’s success also indicated that “individual decisions we make about what we buy and wear can actually change the world, just as our jewellery transforms lives and land in Laos”.

“It is a testament to the growing importance of the cultural integrity and authenticity of goods that we buy and how they are made. I personally choose to buy things that give me joy now and will in the future; that means things that will last and are attached to a special story based on how they are made and what good impact they make,” Suda added.

On Goodflow’s footprint in travel retail, Petevis said: “In our first months of operations, we focused all our efforts to secure a brand portfolio that could really communicate who we want to be within the industry. Each brand had to be able to engage with travellers through their storytelling, advanced research, and quality.

“Article 22 truly embodies our vision and we are absolutely honoured to get the exposure both at Hamad International Airport and through The Moodie Davitt Report’s US$25,000 multi-media advertising campaign.”

Petevis admitted that launching during a global pandemic “was quite a struggle” for the Goodflow team. “It is with such victories that we get the strong motivation to keep pushing and realise that all our troubles are worthwhile,” she added.

Goodflow represents five brands – Anassa Organics, Article22, Kuida Skincare, PhoneSoap and Worldwide Buddies – over five categories in travel retail.
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