Premium shisha tobacco producer Mazaya recently partnered with Outspoken Projects and JC Decaux to introduce a ‘Step Out of this World with Mazaya’ promotion at Dubai International Airport.

The activation, which ran through October, gave travellers the chance to relax and recharge at two locations in Concourse A Departures. Travellers were invited to use massage chairs while listening to soothing and calming music through headphones. Charging points were also available.

Relax and recharge: Mazaya engaged with over 2,000 passengers during the promotional period

The ‘Step Out of this World with Mazaya’ locations featured colourful signage and soft grass and stone effect carpets. Each area also used mini mist vaporiser scent machines with aromas including blueberry, apple, orange and mint to create a multi-sensory experience that linked to Mazaya tobacco flavours. Brand ambassadors assisted passengers with their complimentary massage as well as communicating core brand information around the Mazaya product range.

Travellers were encouraged to take souvenir photos and share their experience on Instagram, Twitter and to ‘like’ the Mazaya Arabia Facebook page. In return they received a special branded Mazaya Bluetooth speaker or Duffle bag.

Brand awareness: The promotion highlighted Mazaya’s wide range of shisha flavours

Mazaya Brand Manager Rawan Elayan commented: “This was a perfect activation aimed at touching the consumer before they reached the Dubai Duty Free retail outlets. We engaged with over 2,000 passengers during the promotional period, enabling us to present the Mazaya brand and highlight the incredible range of flavours available through a very relevant experience.

“It’s so important to communicate with passengers, not just in the duty free retail area, but at other touchpoints during their journey and this was a perfect example of how successful that can be. As a direct result we have seen an increase in sales between September and October of +16%, while compared to October last year sales are up +17%. Of course, it’s also about raising brand awareness which will reflect on domestic sales not just in Dubai but globally where Mazaya is listed.”