Davidoff Cigarettes Destination:Design

Based on the global Davidoff Cigarettes rejuvenation program, BNW created a global brand experience platform with a simple prize draw mechanism, featuring a unique content with luxury prizes, on the main topic DESIGN, modular and accessible, for worldwide local markets to implement, and premium life-style media to fully exploit. Destination:Design is a unique game with three exceptional prizes that will take the audience on fast, momentous journeys through European capitals of style, design and urban culture, focusing on the extraordinary and authentic, always offering a unique, behind-the-scenes look into a inner working of style and design icons.

The global brand experience platform DESTINATION:DESIGN platform, was presented in the BRAND MANUAL, the company’s essential tool for the Marketing Directors and Brand Managers worldwide, to understand the strategy and communication that form the new integrated Davidoff Cigarettes Rejuvenation Program.

The DESTINATION:DESIGN™ platform is focused on immersing the Davidoff cigarettes consumers in the aspirational luxury world of Design Hotels™ – a natural extension to their design-savvy lifestyle. This is a proposition of becoming a design expert in 4 days, based on four experience premises: self-education, local-upon-arrival, individualism and personalization.

Along with uniquely designed prize travel itineraries, the platform offers a full range of all ATL and BTL support material. As an integrated brand experience concept, DESTINATION:DESIGN™ has already been further implemented in Davidoff Cigarettes Global Duty Free promotion and the new DESIGN:HOTSPOTS limited edition packs.

Further exploring the design platform and partnership with Design Hotels™, the Global Duty Free promotion was created under the concept DESTINATION:DESIGN. The promotion was held at major airports around the world, in the concourse area and Duty Free shops.