“Show, don’t tell,” – a golden rule of creative writing. In this spirit we’d prefer to show you what we’re capable of rather than making all sorts of bold claims.

Pride in Our Work

Bringing Health and Wellness to Travel Retail with Eu Yan Sang

The Challenge

Develop an integrated travel retail roadmap for Eu Yan Sang as it gears up for accelerated growth

The Story

In early 2019, FILTR was tasked to support the company in its ambition to develop its travel retail footprint – from listings in Singapore and Hong Kong to the rest of the booming Asia Pacific market – capitalising on the growing Health and Wellness opportunity in the travel retail scene

The Campaign:

Preparation: Range Selection & Packaging Development
  • We worked with Eu Yan Sang to curate a selection of core products – leveraging travel-related health concerns and gifting needs. The range included the categories Gift of Health, Soup Apothecary and Travel Wellness.
  • A key opportunity identified by the FILTR team was a packaging redesign to create consistency across the travel retail range, with a focus on fusing a premium aesthetic with traditional design elements taken from Chinese medicine halls.
Big Bang: TFWA APAC Stand
  • For Eu Yan Sang’s debut at the world-famous TFWA Asia Pacific Exhibition & Conference, we created an enticing exhibition space to stand out among fellow exhibitors.
  • In a nod to the company’s rich heritage in Chinese medicine, the stand design had a modern take on China’s ancient apothecary methods. Traditional details such as the uniform, floor-to-ceiling apothecary drawers were balanced with a sense of modern opulence.
Drumbeat: FILTR press office & advertising plan
  • The FILTR PR team supported the campaign by
  • Raising awareness of Eu Yan Sang’s debut at TFWA to the travel retail world
  • Generating interest among delegates to visit the exhibition stand
  • Educating stakeholders about the brand’s travel retail strategy and the opportunity for Health and Wellbeing in the channel
  • This was achieved through the creation of a strategic editorial plan that staggered news milestones, leveraged relevant feature opportunities and set up interviews for brand spokespeople with key travel retail media ahead of TFWA.

The Results

The FILTR press office generated coverage for Eu Yan Sang with a reach of 1,499,100 with 17 articles being published on the brand

A total of five interviews were also secured during the show including key title, The Moodie Davitt Report

The refreshed retail and packaging design received positive reviews from retailers and the design has since been rolled-out in Indonesia

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