Davidoff Cigars has reported success for year-end promotional activities in key global airports, including Dubai, Istanbul and Frankfurt.
In November 2014 the company launched its Nicaragua line in nine Dubai Duty Free stores (six in Departure and three in Arrivals) at Dubai International. The roll-out was supported by an airport advertising campaign centred on a photograph of a cigar on a map with the Nicaraguan mountains as a backdrop, encouraging cigar aficionados to “explore, adventure and discover”. The visual was featured on two large light boxes on opposite sides of the concourse, providing travellers with a photo opportunity, and it was also replicated in the Dubai Duty Free magazine.
The latter part of November saw Dubai Duty Free installing another Davidoff promotional site outside the cigar area on CB Promo Site B2. The space featured Perspex triangular boxes – echoing the bigger triangular presentations of cigar boxes – which housed cigars on a bed of coffee beans and slabs of dark chocolate.
 |
 |
The Davidoff promotion at Dubai Duty Free has resulted in a +20% growth in sales |
The Diadema, Primeros and Primeros Maduro cigars on display are borne from years of research and work by the company’s master blenders, who had “set out to create a blend that would stimulate both bitter and sweet taste buds, as indicated by the coffee and chocolate notes”. The bittersweet blend, according to Davidoff, is the result of blending the finest leaves from the Esteli, Condega, Jalapa and Ometepe regions of Nicaragua.
The promotion offered travellers the chance to win Davidoff accessories (Nicaragua humidor, jetflame lighter or Nicaragua travel tube) via a scratch card. A local promotion agency provided four dedicated staff to work on-site alongside Davidoff’s permanent team.
Sales of the Davidoff Nicaragua line at Dubai International increased sharply, growing by four times the average sales between January and October last year. Sales in November 2014 were up +20% over the previous year, with Nicaragua sales representing 29% of overall sales and accessories sales increasing by +54% in the month.
This initiative ran alongside other Davidoff promotions at Heinemann Duty Free, in Frankfurt in December 2014 and in Istanbul this month.
Oettinger Davidoff Senior Vice President Global Travel Retail and Duty Free Christian Vonthron said: “We strongly believe that these promotions enable consumers as well as our customers and their staff members to experience the Davidoff brand in a unique and impactful way which delivers in return a sustainable competitive advantage. We are extremely happy to continue in 2015 together with our business partners Davidoff promotions on novelties at key global airports.”
 |
The Heinemann Frankfurt promotion was one of several running at key global airports |
