Channel-exclusive destination sleeves that feature visuals mirroring the ‘distinct personality of their location' tap into the desire of travellers to take home souvenirs or to share as gifts with loved ones. Our job is to turn these fun, colourful designs featuring regional icons into bright and engaging films that attract Duty Free shoppers to these unique mementoes. The same is true of sleeves or packaging that reflect seasons or special occasions around the world , such as Christmas or Chinese New Year. And while the first priority is gaining incremental sales, seasonal and sense of place campaigns provide an opportunity to gain more global exposure and to build brand awareness.