When leading tax-free shopping company Premier Tax Free asked us, as part of a joint initiative with Morris Visitor Publications, to take care of the design and content production of a series of luxury high-end shopping and lifestyle magazines to engage visitors from China, Russia and the Middle East, we were happy to accept the challenge.
We launched PREMIER magazine in London and Paris – a different magazine for each – with content reflecting each city’s unique vibe. The magazines were distributed in deluxe 5-star hotel rooms across London and Paris, and in-flight on first class airlines and lounges. Each edition included unique transcreation by our network of Chinese, Russian and Arabic writers.
PREMIER’s pages were full to the brim with fashion photography and content optimised to appeal to the target demographics. We brought in Key Opinion Leaders from all three markets; these fashion it-girls compiled articles delineating the latest fashion trends, and used their considerable social media reach to generate more awareness in Premier Tax Free.
PREMIER is also available in a digital version for tablets, with multilingual capabilities.