Luxottica Group has launched a Ray-Ban campaign which is dedicated to inflight sales.
The ‘Tour the World’ campaign presents leading Ray-Ban products on a tailored page that is featured in inflight magazines with selected airlines including Finnair, Easyjet and Norwegian Airlines.
Luxottica said inflight sales are part of Ray-Ban’s growth strategy in travel retail, following a channel-specific test campaign in 2018.
“Luxottica is now taking its inflight commitment to the next level through the creation of bespoke campaign pages that combine Ray-Ban’s brand heritage with core sales information and a travel twist,” the company said.
The visuals, which are tailored depending on the assortment listed by the airline, will be rolled out shortly to more Luxottica inflight partners.
Luxottica Global Travel Retail Director Enrico Destro said: “Up in the air, travellers have idle time; they’re flicking through inflight magazines and thinking about where they’re headed, or where they’ve come from. This campaign helps them on that thought process by connecting them to the use of sunglasses in the everyday world.”
Destro said Luxottica is dedicated to growing the sunglasses category in all channels of travel retail.
“We are already experiencing an uplift in sales since implementing this dedicated brand concept page, so we are confident that this new inflight approach will provide a major boost for our category in the skies, and we appreciate the support of our inflight partners to dare to be different.”
