Time Square (Duty Free)

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Promotions for different seasons

A Place for Homecoming Filipinos

Time Square is one of the watch concessionaires of Duty Free Philippines, selling middle to high-end watches in all branches of Duty Free around the country. For most Filipinos coming home from other countries, the balikbayan experience isn’t complete without a visit to Duty Free to purchase clothes, perfume, groceries, and the like.

As Time Square is located towards the tail end of the fashion area (right before people go down to the electronics, toys and grocery areas), the watches are sometimes bypassed. To encourage more shoppers to buy watches, they’ve been holding various sales and promos during the slower months.

Half Back and Lucky Draw Promos

Time Square held a promotion for October to December 2015 — price reduction on selected watches (including Swiss Military, Police, Aigner, Timberland, Superdry, Cerruti and Escada) and a chance to win a trip to Hong Kong in the December draw. After an initial stint with a regal scarlet and gold (a la Gryffindors with a Time Turner?) color scheme, we collectively settled on the casual elegance of black and yellow (…Hufflepuffs?) with a silhouette of the Hong Kong skyline in the background.

These posters were placed around Duty Free (including a large banner outside the gate) and the landing area of Terminal 3 in the Ninoy Aquino International Airport. Corresponding web banners were also placed on the Duty Free Philippines homepage. I also created a shirt design for the Time Square staff to wear during the promo period.

Other Promotions

Apart from large-scale promotions like the Half Back, Time Square also needed designs for their sale items and giveaways (also known as the GWP promo — GWP meaning Gift with Purchase). Among their gifts for the shoppers were watch cases, jewelry boxes, and eco-friendly shopping bags. The design for these was simple: fun typography with a shot of the products prominently featured. I used red and yellow background colors for their psychological impact. Red is attention-seeking, a color that promotes action and passion. Yellow, on the other hand, is the color most easily seen by people from afar. (Which is probably why New York taxicabs are painted yellow.)

As for the generic percent-off signs, I customized the typography on the posters so they would look like they were peeling (alluding to taking a percentage off the price with that visual). It was time-consuming but the result was pretty cool.