IAADFS Duty Free Show of Americas (IAADFS) Campaign

The International Association of Airport Duty Free Stores (IAADFS) needed a fresh, memorable campaign for its annual Duty Free Show of the Americas. Inspired by the spirit of travel and global connection, I developed a concept centered around a bright red leather luggage tag, featuring the show’s logo lockup. The idea was to create a playful yet sophisticated identity that could be used as a physical giveaway or mailed to attendees—something tactile and instantly recognizable.

The concept was a hit with IAADFS and became the foundation for the entire campaign. I extended the look and feel across a full suite of marketing materials, including direct mail, web banners, print ads, and even a promotional video. The luggage tag motif unified the campaign and reinforced the show’s international travel theme in a bold, cohesive way.