Dufry’s brief was to create a Christmas buying guide that would inspire shoppers to buy from their world-class range of gifts. My aspiration was to design an elegant, on trend and premium buying guide that would appeal to travellers searching for something luxurious. The buying guide was distributed throughout Melbourne airport retail channels including an online version to prompt online sales. The buying guide reached tens of thousands of passengers daily, boosting Christmas sales both online and in-store. Dufry’s Marketing Manager was delighted with the guide, and reported “fantastic feedback from customers and the staff found it an amazing selling tool in-store”.