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CREATIVE RATIONALE

People love to travel and to shop. This simple and easily observed premise is at the heart of our creative expression for the brand. Of course, we understand that there are a number of key propositions that you wish to communicate to the market. But we must put a stake in the ground to say this is who we are and what we represent. As mentioned in our strategy, we must ďŹ nd an emotional hook that captures the consumer. Knowledge is an important differentiator, but it will be supported by the experience in store, rather than as a positioning. Equally, the staff will play an important role but they are also part of the shopping experience. Our opportunity is in making JR/Duty Free all about the quality of the product that the consumer can purchase at incredible prices. This is their prime objective. We communicate that we are knowledgeable, because we have travelled ourselves and have investigated our product. Our campaign highlights our key emotional triggers very literally: we are all about travel and shopping and we know both very well.

Š Marmalade Communications Pty Ltd 2005

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PRINT AND POINT OF SALE

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© Marmalade Communications Pty Ltd 2005

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© Marmalade Communications Pty Ltd 2005

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It’s illegal to drink beer from a bucket in St Louis. Th e y didn’t d i d n’t m ent e nt io i o n anyt a n yt hing hing They ab o ut ut C Ch i v as R egal eg a l . abo hivas

$71.00

Take your time and experience a world of shopping in the centre of the city at JR Duty Free. 201 Swanston Street Melbourne 3000 9123 4567. For more information visit www.jrdutyfree.com.au

© Marmalade Communications Pty Ltd 2005

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There is no word for ‘late’ in Sioux A R o le x O ys t er P er p et ua l m ig h t c o m e in h an d y.

$976

Take your time and experience a world of shopping in the centre of the city at JR Duty Free. 201 Swanston Street Melbourne 3000 9123 4567. For more information visit www.jrdutyfree.com.au


In Pakistan it is rude to show the soles of your feet.

In Yemen it’s customary to give your loved ones raisins. B ut u nl es s y o u r w if e is Yem en y w e s u g ge s t a C ar t ier.

G ucci loa fe r s only.

$1072

$299

Take your time and experience a world of shopping in the centre of the city at JR Duty Free. 201 Swanston Street Melbourne 3000 9123 4567. For more information visit www.jrdutyfree.com.au

Š Marmalade Communications Pty Ltd 2005

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Take your time and experience a world of shopping in the centre of the city at JR Duty Free. 201 Swanston Street Melbourne 3000 9123 4567. For more information visit www.jrdutyfree.com.au


By law, people in Mexico only have to shower once a year. T h an k G o d f o r C ha ne l N o 5.

$ 99

Take your time and experience a world of shopping in the centre of the city at JR Duty Free. 201 Swanston Street Melbourne 3000 9123 4567. For more information visit www.jrdutyfree.com.au

Š Marmalade Communications Pty Ltd 2005

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OUTDOOR

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Japanese cameras.

$ 599

Take your time and experience a world of shopping in the centre of the city at JR Duty Free. 201 Swanston Street Melbourne 3000 9123 4567. For more information visit www.jrdutyfree.com.au

Š Marmalade Communications Pty Ltd 2005

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Š Marmalade Communications Pty Ltd 2005

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S w i s s w a t c h e s.

$ 399

Take your time and experience a world of shopping in the centre of the city at JR Duty Free. 201 Swanston Street Melbourne 3000 9123 4567. For more information visit www.jrdutyfree.com.au

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POS AND METROLITE

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Jap an es e came ra s .

$ 599

Take your time and experience a world of shopping in the centre of the city at JR Duty Free. 201 Swanston Street Melbourne 3000 9123 4567. For more information visit www.jrdutyfree.com.au

Š Marmalade Communications Pty Ltd 2005

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Swiss watch es .

$399

Take your time and experience a world of shopping in the centre of the city at JR Duty Free. 201 Swanston Street Melbourne 3000 9123 4567. For more information visit www.jrdutyfree.com.au

Š Marmalade Communications Pty Ltd 2005

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Sc o tch Whisky

$ 49

Take your time and experience a world of shopping in the centre of the city at JR Duty Free. 201 Swanston Street Melbourne 3000 9123 4567. For more information visit www.jrdutyfree.com.au

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F r en c h P er f u me.

$ 199

Take your time and experience a world of shopping in the centre of the city at JR Duty Free. 201 Swanston Street Melbourne 3000 9123 4567. For more information visit www.jrdutyfree.com.au

Š Marmalade Communications Pty Ltd 2005

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INSTORE POS Indicate our product knowledge in a fun way.

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Mount St Helens hasn’t erupted in 25 years. We’re equally patient.

If you have any queries about tax free or duty free shopping, feel free to ask our staff.

© Marmalade Communications Pty Ltd 2005

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Anti-modem laws restrict internet access in Burma. We on the other hand, fully encourage it.

To u c h - s c r e e n t e r m i n a l s a r e l o c a t e d o n y o u r r i g h t.


The Nepalese government has been trying to prove the Yeti exists since 1961. They obviousley don’t have the range of cameras we do.

Š Marmalade Communications Pty Ltd 2005

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Britney Spears is quite tolerable at 23 decibels on a Bang & Olufsen.

Ask us for sound advice on the latest brands.


Last year’s Prada Christmas Party had nothing on the Dolce Gabana bash.

Ask us what will be in next season.

Š Marmalade Communications Pty Ltd 2005

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Sony head designer Ko Yamamotto takes his coffee black with two.

We k n o w t e c h n o l o g y inside out.


To enter the Rolex factory in Zurich, turn left off either Lindenhof or Seefeld Strasse.

What we don’t know about watches isn’t worth knowing.

© Marmalade Communications Pty Ltd 2005

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DL BROCHURES Instore and at travel agents

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The beginners guide to tax free and duty free shopping.

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You don’t have to travel to shop here.

Save money even if you aren’t flying.


Hand out at the airport.

A passenger at minneapolis airport once walked through the security checkpoint with his pants down.

For a tax free and duty free shopping experience away from the madness of the airport, visit JR Duty Free.

lutpat commodo. Fusce vitae sapien. Pellentesque nonummy commodo sem. Fusce massa felis, pulvinar quis, commodo id, massa. Morbi vulputate, lectus sollicitudin terdum aliquam, quam felis lobortis nunc, vestibulum.

Take your time and experience a world of shopping in the centre of the city at JR Duty Free. 201 Swanston Street Melbourne 3000 9123 4567. For more information visit www.jrdutyfree.com.au

Š Marmalade Communications Pty Ltd 2005

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3D INSTORE PROMOS

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Š Marmalade Communications Pty Ltd 2005

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MEN’S WORKWEAR CONCEPTS Casual but well tailored. A contemporary feel, even for the jackets

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WOMEN’S WORKWEAR CONCEPTS

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IN-STORE EVENTS

• We can offer people samples of the world’s finest green tea, or exotic foods like bratwurst and fondue.

• We can organise a trivial pursuit night for members of the travel industry. Supplied with the worlds best spirits, of course.

• We can play world movies on a plasma screen TV.

• A video camera could be set up that allows customers to record personal messages – then email them to friends around the world.

• We could have innovative inventions, such as Japanese robots, on display at the entrance to draw the attention of passers by.

© Marmalade Communications Pty Ltd 2005

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GRAND OPENING

We could hang a giant pinata, ďŹ lled with luxury products, outside the entrance to the store. Customers can take turns to break it open. After a while it will tear apart, spilling make-up and Swiss chocolate onto the concrete as gifts.

Š Marmalade Communications Pty Ltd 2005

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CASSANDRA 3.

STAFF BADGES There are a number of ways to treat the feel of the badges.

CASSANDRA Our preference are the slim lines numbered 1 through 4. 4.

we shop the world

cassandra

GROUND CREW MEMBER /

JR/ GROUND CREW

CASSANDRA

5. 1.

we shop the world JR/ GROUND CREW

we shop the world

CASSANDRA

CASSANDRA

CASSANDRA

2.

6.

CASSANDRA

7.

cassandra

we shop the world 3.

we shop the world

CASSANDRA

CASSANDRA we shop the world

8.

9.

10.

CASSANDRA 4.

CASSANDRA

we shop the world

we shop the world

CASSANDRA 11.

12.

we shop the world

cassandra JR/ GROUND CREW

5.

we shop the world

.

CASSANDRA

© Marmalade Communications Pty Ltd 2005

CASSANDRA

we shop the world

13.

CASSANDRA 6.

7.


SHOPPING BAGS Our prefered colours are the charcoal and red bags. 2 0 1

N S W A N S T O

S T R E E T

E M E L B O U R N

3 0 0 0

P H O N E /

0 3

9 1 2 3

4 5 6 7

Of course we could use different colours and textures for more premium purchases.

2 0 1

2 0 1

2 0 1

© Marmalade Communications Pty Ltd 2005

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S T O N S W A N

S T O N S W A N

S T O N S W A N

T S T R E E

T S T R E E

T S T R E E

U R N E M E L B O

U R N E M E L B O

U R N E M E L B O

3 0 0 0

3 0 0 0

3 0 0 0

/ P H O N E

/ P H O N E

/ P H O N E

0 3

0 3

0 3

9 1 2 3

9 1 2 3

9 1 2 3

4 5 6 7

P H O N E /

0 3

9 1 2 3

4 5 6 7

S T R E E T

3 0 0 0

N S W A N S T O

E M E L B O U R N

2 0 1

P H O N E /

0 3

9 1 2 3

4 5 6 7

S T R E E T

3 0 0 0

N S W A N S T O

E M E L B O U R N

2 0 1

4 5 6 7

4 5 6 7


SHOPPING VOUCHER The use of the greys and charcoal adds value in the designs on the right and has a subtle family feel.

Š Marmalade Communications Pty Ltd 2005

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SHELF STRIPS Simple, clean lines. Simple digital reprints can be done to change price points.

DUTY FREE PRICE

$ 34

60

DUTY FREE PRICE

DUTY FREE PRICE

$ 63 90

$ 63 90

DUTY FREE PRICE

$ 92

50

DUTY FREE PRICE

RETAIL PRICE

$ 868 $ 975

DUTY FREE PRICE

© Marmalade Communications Pty Ltd 2005

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$ 3460

DUTY FREE PRICE

$ 63 90

DUTY FREE PRICE

$ 9250


DUTY FREE PRICE

$ 34

60

DUTY FREE PRICE

DUTY FREE PRICE

$ 63 90

$ 63 90

DUTY FREE PRICE

$ 92

50

DUTY FREE PRICE

RETAIL PRICE

$ 868 $ 975

DUTY FREE PRICE

© Marmalade Communications Pty Ltd 2005

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$ 3460

DUTY FREE PRICE

$ 63 90

DUTY FREE PRICE

$ 9250


AVANT CARDS Inexpensive promotional pieces.

© Marmalade Communications Pty Ltd 2005

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Greetings from Swanston st Melbourne

201 Swanston st Melbourne

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© Marmalade Communications Pty Ltd 2005

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DL TO BE INCLUDED WITH NEW CLIENTS TICKETS Inexpensive promotional pieces.

© Marmalade Communications Pty Ltd 2005

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Hassle-free Duty Free has arrived. Wa n d e r i n t o a n y J R D u t y F r e e s t o r e a n d y o u ’r e o p e n i n g t h e d o o r t o t h e m o s t exciting shopping experience on the planet. JR Duty Free brings together the best a n d l a t e s t f r o m t h e c r e a m o f t h e w o r l d ’s l e a d i n g b r a n d s w i t h f a n t a s t i c Ta x a n d D u t y F r e e s a v i n g s . Ta k e i n t h e huge range at your own pace or ask our expert staff for information and a d v i c e. I t ’s t h e r e v o l u t i o n a r y D u t y Free shopping destination that’s worlds away from the hustle and bustle of the airport. If every journey starts with a small step, start your journey right at JR Duty Free.

© Marmalade Communications Pty Ltd 2005

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Take your time and experience a world of shopping in the centre of the city at JR Duty Free. 201 Swanston Street Melbourne 3000 9123 4567. For more information visit www.jrdutyfree.com.au


We s ho p t h e world to bring you th e best. Lo rem epso m dolar Lorem

Lo r em epso m d o lar Lo r em

eps om dolar.

ep som do la r .

$ 599

$1599

L ore m epso m dolar Lor em

L o r e m e p so m d o la r L o r e m

e pso m dolar.

ep s o m d o la r.

Receive a travel pack with any pur chase over $100 Includ es: • travel pillow

$ 99

$59

Say goodbye to wrestling with instructions on the plane. Lorem epsom dolar Lorem epsom dolar Lorem

e p so m do la r. L or em e ps om d o la r Lo re m ep so m

e p s o m d o l a r L o r e m e p s o m d o l a r. L o r e m e p s o m

d o la r. L or em ep so m do la r Lo re m e ps om d ol ar.

d o l a r L o r e m e p s o m d o l a r. L o r e m e p s o m d o l a r

L o re m ep so m do la r Lo r em e ps om d ol ar. L or e m

L o r e m e p s o m d o l a r. L o r e m e p s o m d o l a r L o r e m

e p so m do la r Lo re m ep s om d ol ar. L or em e p so m

Take your time and experience a world of shopping in the centre of the city.

© Marmalade Communications Pty Ltd 2005

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• eye mask • face wi pes • m oi sturi ser • vouchers


See us before you see the world JR Duty Free brings together the latest and best from the cream of the world’s leading brands with fantastic Ta x and Duty Free savings. W hether you’re after the latest digital camera or simply sound travel advice, the knowledgeable staff at JR Duty Free will get your journey off to a flying start.

By law, people in Mexico only have to shower once a year. Arm yourself with Chanel No.5

$71.00 Or dull your senses with Chivas Regal

$71.00 And

cover your eyes with Gucci glasses

$71.00 There’s a world of savings to choose from at JR Duty Free. (This part of the brands.) Loremp lorem ipsom dor dor lorem ipsom

copy will explain our great range of the latest and best ipsom dor lorem ipsom dor lorem ipsom dor lorem ipsom dor lorem ipsom dor lorem ipsom dor lorem ipsom dor lorem ipsom lorem ipsom ipsom dorlorem ipsom dorlorem ipsom dor.

Take your time and experience a world of shopping in the centre of the city at JR Duty Free. 201 Swanston Street Melbourne 3000 9123 4567. For more information visit www.jrdutyfree.com.au

Receive a travel pack with any purchase over $100 Includes: • travel pillow • eye mask • face wipes • moisturiser • vouchers

© Marmalade Communications Pty Ltd 2005

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we shop the world


WEB

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Key graphics take you to your area of interest.

Take your time and experience a world of shopping in the centre of the city at JR Duty Free. 201 Swanston Street Melbourne 3000 9123 4567. For more information visit www.jrdutyfree.com.au

Š Marmalade Communications Pty Ltd 2005

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• We’ve sniffed out the fi• nest Perfumes from around the world In 18th century Paris p e o p l e r a r e l y b a t h e d.

Become a JR Duty Free VIP Ti t le First Name

Thank god for Chanel N .5

Last Name

$ 199

Address

o

Suburb State L o r u m e p s o m H o m m e d e G r e s P a r f u m e.

$ 199

Country Postcode Email Tr av e l D e s t i n a t i o n

L o r u m e p s o m d o l o r t h o s C h a n e l A l l u r e P a r f u m e.

A r r i v a l d a t e i n Au st r a l i a

$ 199 enter Discovery comp

take advantage of city rewards

You need to fill this in to proceed.

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Have people tell us about their own holiday discoveries to help create our initial mailing list

Tell us your discovery

WIN

and a new Land Rover D e s c r i b e i n 2 5 w o r d s o r l e s s y o u r b e s t d i s c o v e r y w h i l e t r a v e l l i n g.

Canon digital camera bonus monthly prize draw Lorem ipsom dor lorem ipson dor ipsom dor lorem ipson Lorem dor ipsom dor dor i p s o n d o r. i p s o m d o r i p s o n d o r.

To e n t e r g o t o w w w. j r d u t y f r e e . c o m / d i s c o v e r y or enter instore.

Submit

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Mexico only have to shower once a year. WEB Once they are on our mailing list, we send them invites and information via electronic catalogue.

JA N E, YOU’RE INVITE D TO OUR VIP ME XICAN CANTINA

By law, people in Mexico only have to shower once a year.

JA N E, YOU’RE IN VITED TO O UR VIP MEXICAN CANTINA

JA ’R E I N VI T ED TO UR VI P MMEXICAN EXI CAN CA NT I NA JANE, NE,YO YOUU’RE INVITED TO OOUR VIP CANTINA

T ha nk God C ha ne l No. 5 V I P 2 f or 1

$ 99.00

JA NE, YO U’ RE I NV IT E D TO OU R V I P M EXI CAN CAN TI NA

Yo u’ r e i n v i t e d t o t he M e x i ca n C a nt i n a Me sc a l ta sti ngs . i pso n do r i ps o m do r l o re m i pso n

© Marmalade Communications Pty Ltd 2005

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Th an k G o d Ch an e l No . 5 VI P 2 f or 1

do r i pso m do r l o L o re m i pso m do r l o re m i pso n do r i pso m do r L o re m i pso m do r l o re m ipso n do r ipso m do r re m i pso n dor. do r i pso m do r l o L o re m i pso m do r l o re m i pso n do r ipso m do r lo L o re m i pso m do r l o re m ipso n do r ipso m do r lo L o re m i pso m do r l o re m ipso n do r ipso m do r lo L o re m i pso m do r l o re m ipso n.


Mexico only have to shower once a year. A regular newsletter is sent to all our customers.

JANNE, YO U’RE I INVITED TO OOUR VIP M MEXICAN CANTINA JA E, YOU’RE NVIT ED TO UR VIP EX ICA N CA N TI NA

JA NE, YO U’R E I NV IT E D TO OU R V I P M E XICA N CANT I NA

Yo u’ re inv it e d to th e M e x i c a n C a nt i na Me sca l ta sti ngs. i pso n d or ip som do r lor em ip son

o r.

Thank God C h a n el N o . 5 VIP 2 for 1

do r i pso m d or lo Lo re m i psom do r lor em ip son do r i pso m d or Lo re m i pso m do r lo re m ip son d or ip som do r r em ip son dor. do r i pso m d or lo Lo re m i psom do r lor em ip son do r ip som do r l oL or em ip som d or l or em i pso n dor ip som do r l oL or em ip som d or l or em i pso n dor

$ 99.00

ip som do r l oL or em ip som d or l or em i pso n.

YE S , J a ne M a c Do n a l d w i l l be a t t e nd ing a nd b ri ngi ng

AC C E P T

JA N E, YO U’RE IN VI TED TO OUR VIP MEX ICAN CAN TINA

Yo u’ r e i n v i t e d t o t h e Mexican Cantina Mescal tastin gs. ip son d or ips om d or lorem ipson dor ip som d or loLorem ip som d or lorem ips on dor ip som d or Lorem ip som dor lorem ip son d or © Marmalade Communications Pty Ltd 2005

.

ip som dor rem ips on dor. dor ip som d or loLorem ip som d or lorem ips on dor ip som dor loLorem ip som d or lorem ip son d or ip som dor loLorem ip som d or lorem ip son d or ip som dor loLorem ip som d or lorem ip son.

DECLINE


SMS AND EMAIL Once our clients return we can send them a little note to welcome them home.

WEL COME BAC K F ROM YOUR ARIZ ONA TRIP JANE!!

Welcome back Jane. B et y ou ca ptur ed so m e gr ea t m om e nts o n y ou Ca no n d igit al . We’ ve g ot s om e sp ecial s j u st f or yo u . Co m e in a tak e a dvan t ag e o f 10% of f z oom len s es or 2 f or 1 m em or y card s .

Bur n y o ur ho li day to C D FRE E w i t h e v er y 1 0 Ko da k pr i nts .

S ig n -u p fo r VIP N e w sle t t e r

© Marmalade Communications Pty Ltd 2005

.

Welcome back Jane, how was your trip to Tucson Arizona? Bet you captured some great moments on your Canon Digital. Come in and burn your holiday to CD FREE with every 10 Kodak prints.


BANNER AD AND CLICK THROUGHS ON RELEVANT SITES

In Pakistan it’s rude to show the soles of your feet!

JR/DUTY FREE We shop the world

In Pakistan it’s rude to show the soles of your feet!

© Marmalade Communications Pty Ltd 2005

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JR/DUTY FREE We shop the world

Prada slink heels $299

Prada slink heels $299

JR/DUTY FREE We shop the world

JR/DUTY FREE We shop the world


OPENING INVITATION FOR THE TRADE A special evening for our valued industry clients.

Private clubs in Utah require a membership fee to purchase spirits.

Thi s Fr iday night , our spi r i t s ar e fr ee. Yo u ’r e i n v i t e d t o i n d u l g e i n t h e finest spirits the world has to o f f e r ( r e s p o n s i b l y, o f c o u r s e ) a t t he J R Du ty F re e Gr a n d Op e ni n g o n _ _ _ __ _ _ _ _ _ _ . C om e a l ong a nd d i s c ov e r h ow y ou c a n w i n m on t hl y p r i ze s an d V I P i n v i t e s t o w o rl d e v e nt s , s i m pl y b y p ro m o ti n g J R Du ty F re e t o y our v a l ue d c u s to m e r s. Ta k e y o ur ti m e a n d e xp e ri e nc e a

This Friday night our spirits are free. Dear Phil, You’re invited to indulge in the finest spirits the world has to offer (responsibly, of course) at the JR Duty Free Grand

w o r ld o f s h opp i n g i n t he c e nt r e o f t he c i t y.

Opening on Friday 5 November. Come along and discover how you can win monthly prizes and VIP invites to world events, simply by promoting JR Duty Free to your valued customers.Take your time and experience a world of shopping in the centre of the city.

Take your time and experience a world of shopping in the centre of the city at JR Duty Free. 201 Swanston Street Melbourne 3000 9123 4567. For more information visit www.jrdutyfree.com.au

© Marmalade Communications Pty Ltd 2005

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POS PROMOTIONAL OPPORTUNITY

In Glendale Arizona, it’s illegal to reverse a vehicle Tell us your discovery

WIN

and a new Land Rover

Tell us your discovery Can o n d ig i tal ca m e ra b on u s m o n th ly p riz e d ra w

Entry Form

© Marmalade Communications Pty Ltd 2005

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and

WIN


Š Marmalade Communications Pty Ltd 2005

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T h is m ont h s sp ecial

Bylaw law, ,people peoplein in By Mexicoonly onlyhave haveto to Mexico showeronce onceaayear. year. shower

Th i s mon t h s sp eci al

MONTHLY CATALOGUE

FR J u nJeu nMe aM g aazgianzei nFeR E EE E

Mexico highlights * *Mexico highlights

T haknk T han GoGod d Cha ne l Cha ne l NoNo.5 .5 only i s iosnly

71.00 $$71.00

specialsvouchers voucherstravel travel tipsgifts gifts specials tips Taketime yourand time and experience world of shopping in the centre of the at JRFree. Duty Free. Take your experience a worlda of shopping in the centre of the city at city JR Duty 201 Swanston Street Melbourne 30004567. 9123For 4567. Forinformation more information visit www.jrdutyfree.com.au 201 Swanston Street Melbourne 3000 9123 more visit www.jrdutyfree.com.au

Š Marmalade Communications Pty Ltd 2005

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SHOP FRONT

© Marmalade Communications Pty Ltd 2005

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STORE MOOD Window displays at Bergdorf Goodman do more than entice passers-by into this New York department store. They sustain a tradition of blending advertising and street theatre into a very public art form.

Š Marmalade Communications Pty Ltd 2005

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Department store Selfridges approaches artists, photographers and even magazine editors to create cultural stories for commercial purposes.

Š Marmalade Communications Pty Ltd 2005

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Our opportunity is to involve the artistic community. Give them our windows as a canvas. Freshen it regularly, so it becomes competitive.

Š Marmalade Communications Pty Ltd 2005

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THANK YOU

© Marmalade Communications Pty Ltd 2005

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JR Duty Free - Pitch  

JR Duty Free - Pitch  

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