Holding company: Malta International Airport

Client Since: 2006

Category: Airport 'Duty Free' Shopping

Nature of business: Committee for Duty Free shops at MIA

Extent of engagement : Full Service - Creative, Media

MAS Communications was instrumental in introducing a practical execution for 'Value Shopping'. With the removal of duties of Malta's accession into the EU in 2004, all duty had to be removed from items that were to remain in Europe. The committee established 'Airport Value' but did not create a vehicle to promote 'value'. MAS created a 'savings' catalogue with a program of signage that highlighted items, which were discounted, delivering the promise of 'value'. The concept produced immediate results, with average sales increasing and an improved shopping experience.