Brand Tone

Aspirational yet Accessible, Polished and Professional, Helpful and Informative (transaction-focused), Slightly Formal but Friendly

Brand Values

• •Value & Savings
• •Variety & Selection
• •Convenience
• •Quality/Authenticity
• •Exclusivity (to some extent)

Best Practices

• •Balance Aspiration with Value: Consistently weave in language that speaks to both the desire for premium products ("discover," "exclusive," "luxury") and the smart benefit of duty-free shopping ("savings," "travel value," "special offer").
• •Maintain Clarity and Professionalism: Ensure all copy is grammatically correct, clear, and easy to understand, especially when providing instructions for Click & Collect or delivery. Avoid overly casual slang while still being approachable.
• •Incorporate a Sense of Travel/Discovery: Use words and phrases that evoke the excitement of travel and the discovery of new or favorite products (e.g., "your next adventure," "journey," "explore," "world-class brands"). This reinforces the context of duty-free shopping.
• •Be Audience-Aware with Language: Continue the practice of using both German and English where appropriate, particularly on social media, to cater to an international and local audience. Ensure messaging is welcoming to all travelers.
• •Highlight Convenience and Exclusivity: Regularly remind customers of the ease of shopping (Click & Collect, online ordering, home delivery) and the unique products or sizes often found in duty-free. Use calls to action that emphasize these benefits.

Social Perception

Travel-Associated, Price-Conscious Shoppers, Product Discovery, Convenience for Travelers

Copy Examples

• •✨ Escape the everyday. Discover [Fragrance Name], the new scent of adventure, now available at Unique Duty Free. Click & Collect at Hamburg Airport or enjoy delivery to your door. #UniqueDutyFree #TravelExclusive #NewFragrance #HamburgAirport
• •Raise a Glass to Savings! ✈️ Explore top-shelf spirits at travel value prices. Order online for easy Click & Collect at Hamburg Airport or home delivery. Your journey to great taste starts here. #UniqueDutyFree #Spirits #TravelValue #Whisky #Gin
• •Your Exclusive Duty Free Deals Await, [Customer Name]! अंदरExplore this week's special offers.
• •Get the Look 💄✈️ Quick glam-up with [Brand] makeup, perfect for your travels! Shop the collection at Unique Duty Free. Link in bio! #DutyFreeBeauty #TravelGlam #MakeupOfTheDay
• •Travel essential unlocked! Grab your [Product Name] from Unique Duty Free before your next trip. 🌍✨ #UniqueDutyFree #TravelHacks #AirportShopping #MustHave