AdPeople A/S


Copenhagen Airport


Føde- og drikkevarer


Brand consistency, Brand Governance, Creative, International Creativity, Billboards, Banners, Metro, Web-design


Copenhagen airport handles around 22 million travellers a year and is Scandinavia’s no.1 airport. When AdPeople first began working with CPH Tax Free, the existing marketing strategy relied exclusively on using a price promise to attract travellers to the tax-free shop. New research showed a need to address two objectives: to lead transit passengers to the shop and to keep embarking passengers in the shop longer. The price promise was found to be too weak to deliver on either objective.


With this in mind, AdPeople developed "Wonderland" – a new umbrella concept that encourages travellers to enjoy the pleasures of travel and shopping to the full. At the same time, we have reached out to the price-focused shopper – offering savings of up to 40% for ordering online.

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