Shisha tobacco producer Mazaya has posted a triple-digit sales increase at a number of its travel retail locations, including +122% year-on-year growth at Dufry-owned Aldeasa Jordan Airports Duty Free Shops.

Mazaya Brand Manager Rawan Elayyan said the company’s investment in high profile activations along with ‘considerable’ brand building at industry exhibitions and events contributed to the solid results.

“Business is doing fantastically well,” said Elayyan. “Not only are we seeing sales growth through existing channels but we are also now completing negotiations for new airport listings with a number of retailers both in the region and beyond.

Mazaya engaged with over 2,000 passengers during the ‘Step Out of this World’ promotional period at Dubai Airport

“We’ve recently added Sharjah and other new business will be announced very soon. Interest from outside the Middle East is really very exciting, although this will remain our core sales channel of course.”

Elayyan underlined the importance of Dubai and its neighbouring states in building Mazaya’s travel retail presence.

“Wherever it is possible we plan to create as much theatre and excitement as we can to capture the attention of travellers, introduce the world of shisha, and offer a valuable shopping incentive”

“The Emirates acts very much as a trend setter for many Middle Eastern countries. Dubai is a particularly important focus for us and we have invested heavily in promotions both with Dubai Duty Free and via JCDecaux over the past year,” said Elayyan.

“Our ‘Step Out of this World with Mazaya’ and ‘Wish I Could Shisha in the Sky’ promotions were both very successful and very well received resulting in tangible sales growth. Our sponsorship of Dubai Duty Free shopping bags and JCDecaux monthly advertising spots has also significantly raised brand awareness.”

Theatre and excitement: Promotions will continue to be a key focus for Mazaya going forwards

Elayyan continued: “We know that high profile promotions such as those we run in Dubai and Jordan will not be possible in many airports due to tobacco restrictions. But wherever it is possible we plan to create as much theatre and excitement as we can to capture the attention of travellers, introduce the world of shisha, and offer a valuable shopping incentive.”

Mazaya is sponsoring both lunches at next week’s MEADFA Conference in Dubai (28 to 30 January). There, delegates will be able to experience the brand’s shisha flavours in a networking environment.

Delegates will also be able to view the variety of shisha flavours available via a number of displays, all available in various pack sizes. “We are now developing exclusive pack sizes and mixes for retailers which we will be happy to discuss in Dubai,” Elayyan noted.

In other news, Mazaya has confirmed that it will exhibit at the Summit of the Americas show in Orlando.

“We see huge opportunities for Mazaya in the Americas and are keen to bring the shisha experience to delegates from this part of the world,” said Elayyan.

“We always look for openings where we can offer an added value experience to consumers; one that makes their journey comfortable and entertaining – as well as introducing them to Mazaya of course, in whatever way is permissible,” Elayyan concluded.