TheMoodieReport.com

TheMoodieReport.com: "BAA Retail/World Duty Free has turned to British celebrities in a new summer campaign to promote airport shopping.

Three films have gone live today on www.baa.com/shopping featuring British celebrities.

'The films are designed to be an engaging visual experience around airport shopping, encouraging customers to become (a) inspired (b) intrigued and (c) more likely to spend money airside pre-travel,' said BAA Marketing Communications Manager Mark Aldridge.

Among the celebrities taking part in the films are Colin Mcallister and Justin Ryan, who are the faces of UK television's Channel Five and star in popular TV programme How Not To Decorate. The duo were selected for their style, enthusiasm and bantering approach, according to BAA.

Other celebrities endorsing airport shopping include supermodel Jodie Kidd and TV presenter Gabby Logan.

Aldridge said the BAA and World Duty Free brands would be promoted in various ways. Each film will carry the BAA logo on the opening and closing frame and throughout the content both brands will be prominent.

In addition supporting advertorials, webchats, radio interviews and online media are designed to drive people to www.baa.com to explore all services, directing them to the shopping pages to download each film. The discount vouchers available on the site will help promote the World Duty Free brand, according to Aldridge.

'We are supporting the launch date with radio and webchat broadcasts. Colin and Justin will be syndicated to over 120 radio stations and ten key websites for webchats and interviews,' said Aldridge. 'The webchats and online interviews can remain on a website for up to a month with pre-promotion commencing up to a week before.' "