Parfums Christian Dior Travel Retail has selected APN Outdoor and Sydney Airport for Australia’s only out-of-home campaign for JOY, Dior’s first new fragrance in 20 years.
Featuring g Academy Award winner Jennifer Lawrence, the new fragrance is showcased within Heinemann Tax & Duty Free at the T1 International terminal, with the advertising campaign launching at Sydney Airport earlier this month.
APN Outdoor chief executive officer and managing director, James Warburton, said: “The launch of the first Dior fragrance since J’adore is very exciting and a moment in luxury fashion history. We are delighted that Dior has chosen to make APN Outdoor and Sydney Airport an integral part of that.
“Sydney Airport is the gateway to Australia and the perfect location for luxury good marketers wanting to reach an engaged audience in a premium shopping precinct, just as they are ready to spend.
“Bringing a new Dior perfume to market is an event and APN Outdoor is very proud to partner with Dior Travel Retail and Sydney Airport on this exciting new campaign,” he said.
Parfum Christian Dior Travel Retail’s decision to use Sydney Airport as the only location for out-of-home advertisements for JOY follows the opening of the first Maison Christian Dior boutique in Australia at the T1 International terminal in May this year.
The Maison Christian Dior pop-up boutique was housed in Heinemann Tax & Duty Free and invoked the true feel of a Parisian home, featuring the French luxury label’s exclusive range of scented candles, 22 fragrances and soap collection. It was open to passengers departing Sydney Airport from May to July this year.
Sydney Airport was one of just three airport locations across the Asia-Pacific region to feature the Maison Christian Dior collection.
Susan Hardman, Oceania regional director, Parfums Christian Dior travel retail, said: “Sydney Airport is a key airport for Dior within the Asia Pacific region. We are delighted with the campaign and the opportunity to launch JOY in such an impactful way with APN Outdoor. We thank our partners at Sydney Airport and Heinemann for their support.”
Glyn Williams, general manager retail, Sydney Airport, said Christian Dior is a brand synonymous with luxury and sophistication and aligns perfectly with Sydney Airport’s retail strategy of delivering the best of global and local brands.