Dubai Duty Free partners with Winston for ‘Sound of London’ campaign

UAE. Dubai Duty Free has partnered with Japan Tobacco International (JTI) and its Winston brand in a campaign that culminated in two sets of winners receiving a trip to London’s leading music destinations.

The Winston activation, which ran over several months, offered travellers at Dubai International the opportunity to buy special limited-edition packs, receive a gift with purchase with a carton and enter a prize draw. This offered return tickets to London for two, with the winners receiving a full ‘Sound of London’ music experience.

The prize draw took place earlier this month at Dubai Duty Free offices, led senior executives including Executive Vice Chairman & CEO Colm McLoughlin and Chief Operating Officer Ramesh Cidambi. The two sets of winners, drawn from over 1,000 entrants, will travel to London, learn about the city’s electronic music scene and go behind the scenes at leading music locations.

Promotional pizzazz: At the draw were Dubai Duty Free Executive Vice Chairman & CEO Colm McLoughlin (centre) along with Chief Operating Officer Ramesh Cidambi and officials from JTI. These included Sales Manager MENEAT Duty Free Carla Lewis (third from left), General Manager-Middle East, Africa, UK & Ireland Philip Haine (fourth from left), Head of Sales MENEAT Duty Free Luke Jordan (fourth from right) and Marketing Manager MENEAT Duty Free Mike Etherington (third from right). Also present from Dubai Duty Free were Senior Vice President-Purchasing Saba Tahir (second from right), Vice President-Purchasing Sharon Beecham (second left), Assistant Buyer Yang Cui (left) and Assistant Manager-Purchasing Ajay Bhatia (right).

The promotion, which took place at selected duty free locations around the world, was built around Winston’s associations with music and its existing partnership with London’s Ministry of Sound, a diversified multimedia entertainment business.

“Promotions of this kind help to reinforce the world-class shopping environment that we have here in Dubai Duty Free,” said Dubai Duty Free Senior Vice President, Purchasing Saba Tahir. “And partnering with such an iconic brand provides a level of excitement that appeals to the travelling smoker.”

As reported, Dubai Duty Free’s recent three-day anniversary promotion delivered a stunning result, as the retailer rang up over US$52 million in sales as it turned 35 years old. Click on the link below for our special 35th anniversary publication marking that milestone.

Click here to view the Dubai Duty Free 35 Years Spotlight Series e-Zine
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