UAE. IQOS, the Philip Morris International (PMI) ‘heat not burn’ reduced-risk tobacco product is featuring in a powerful promotional advertising campaign across DXB (Dubai International), following the line’s recent introduction at Dubai Duty Free. A further regional and global roll-out of IQOS will follow in the wake of its launch at the world’s busiest international airport.
“Out of the 88 million passengers visiting Dubai International annually, legal aged smokers/users can now learn more about our products,” said PMI Vice President of Duty Free Edvinas Katilius in an extensive interview with The Moodie Davitt Report to be published soon.
“We have also introduced a new communication campaign concept and we invite every adult smoker travelling through Dubai International to explore it. We will soon be introducing these products at other airports in the region and across the world.”
The campaign takes on added importance following this week’s announcement by the Emirates Authority for Standardisation and Metrology (ESMA) that it will allow the sale of e-cigarettes and vaping devices on the local market from mid-April. The new law covers all electronic nicotine products.
The DXB campaign, which features multiple digital installations in and around Dubai Duty Free stores and in general passenger areas, is being managed by JCDecaux Dicon. As reported, the subsidiary of the world leader in out of home advertising extended its exclusive advertising contract at DBX for ten years last October*.
[Click on the YouTube icon to see IQOS at Dubai Duty Free]
PMI launched IQOS 3, IQOS Multi and HEETS at Dubai Duty Free on 5 December 2018 – marking the introduction of reduced-risk products to Gulf Cooperation Council markets.
Note: Look out for our interview with Edvinas Katilius and an extended look at PMI’s new IQOS 3 and IQOS 3 Multi smoke-free tobacco products (unveiled in Tokyo last October) coming soon.
Note (2): JCDecaux Chairman of the Executive Board and Co-CEO Jean-Charles Decaux is interviewed by Martin Moodie as the cover story in The Moodie Davitt Report’s new monthly eZine, Sight Lines – The Amazing World of Airport Advertising, launching next month. The title profiles advertising and communications initiatives across the airport world. For details contact Irene Revilla at Irene@MoodieDavittReport.com.
