Making your objectives a reality
Objective TR is a B2B consultancy offering strategic advertising, video production, event services, industry insights, and creative support for companies in the travel retail sector.
We work with brands, retailers, and agencies to help them define their objectives and bring them to life - whether through results-driven media planning, engaging content creation, or bespoke events. With almost 20 years’ experience across print, digital, and live channels, we provide a flexible, collaborative approach that adapts to each client’s needs.
Our goal is simple: to cut through the noise and deliver practical, impactful solutions that add value across the duty free and travel retail landscape.
Media Planning & Buying
We work with companies across all product categories and channels in the travel retail space - from beauty, alcohol, and fashion to duty free retailers, airports, and airlines.
Event Organising
Drawing on years of experience, Objective TR can deliver launch events, roundtable discussions, parties during major exhibitions, bespoke brand activations and more.
Filming and Production
Our video filming & editing services include brand interviews, product launches, airport activations, and social media-ready content tailored to specific audiences and platforms.
Campaign Creation
Define objectives and build bespoke marketing campaigns across multiple providers and platforms to ensure every element works cohesively to achieve commercial impact.
Meet our Founder and Managing Director, Ben Webb
Objective TR was founded by Ben, a seasoned B2B advertising and events professional with more than 16 years of experience in the global travel retail industry.
Before launching Objective TR, Ben spent 15 years at TRBusiness, where he held senior leadership roles including Managing Director and Sales & Marketing Director. During his time there, he was a key driver of the commercial strategy across print, digital, and events, and played a central role in launching some of the sector’s most recognisable initiatives - including the consumer-voted Travel Retail Awards, the insights-led TR Consumer Forum, and TR Sustainability Week.
Ben’s background blends strategic advertising expertise with hands-on experience in marketing, content, video, and event delivery. He has worked with brands across all major categories - from global names to emerging players - and brings a deep understanding of the unique dynamics of the duty free and travel retail space.
At Objective TR, he combines this experience with a collaborative, results-driven approach to help clients cut through the noise and deliver campaigns that work.
