Schiphol Advertising - Dior’s Christmas Campaign

At the end of 2017, the first-ever Dior Christmas Tree made its glittering debut at Amsterdam Airport Schiphol

The outstandingly elegant and eye-catching Christmas Tree added a magical golden touch to the festive season at the Airport. It attracted a huge amount of attention in the centre of Lounge 2 from the beginning of November until end of December. Next to the Christmas Tree, Dior also opened a glamorous promo location in the middle of Lounge 2 during the entire December month.

The Dior campaign focused on Lounge 2 due to the target audience, which consisted off transfer and non-Schengen passengers. Also, the most luxuries products are available for purchase in both Lounge 1 & 2, however most of the revenue was generated in Lounge 2 because passengers had the opportunity to experience the Dior products at the promo location and at the Perfumes & Cosmetics store. The enthusiastic responses from passengers showed how Dior’s Christmas Tree, the promo location, the media, and the in-store promotion formed a clever and attractive combination.

Dior’s Christmas Campaign

The succes

To get a better insight into Dior’s successful campaign during the festive season, we have compared the sales results of November and December 2017.

Dior achieved a growth of 54% in Lounge 2 in comparison to other P&C brands with a 5% sales increase in the campaign period.

Dior's media campaign, in-store promotion, and promo location in Lounge 2 served their intended purpose by stimulating sales during the promotional period. The Christmas tree was an unmissable eye-catcher and attracted millions of passengers, including some highly influential models and bloggers who were travelling via Amsterdam Airport Schiphol. This created quite a buzz on different social media channels with a substantial number of posts on Facebook, Twitter/X, and Instagram of the Dior Christmas tree.