Amman-based tobacco company Alzawrae is underlining its commitment to travel retail through increased promotional activity for its shisha brand Mazaya.
The brand will sponsor the opening cocktail at next month’s TFWA China’s Century Conference in Guangzhou, March 7-9. Delegates will be able to try Mazaya’s wide range of shisha flavours in a dedicated area at the cocktail.
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Mazaya is also heavily investing in branding and promotions at airports via pillar and gondola advertising and consumer activations. A gift-with-purchase activation took place over the festive period at Queen Alia International Airport, which offered customers a free glass shisha with the purchase of any Mazaya product.
A major installation, in partnership with Dubai Duty Free, featured at Dubai Airport Concourse D in January and the brand is currently sponsoring one side of Dubai Duty Free’s plastic carrier bags.
Rawan said: “We know that high-profile promotions such as these 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 and introduce the world of shisha.
“In the meantime we will also continue to promote Mazaya ATL through industry media advertising, via industry exhibitions, events and conference sponsorship, plus customer giveaways to ensure we are the shisha brand of choice for travel retail internationally.”
Mazaya has already established a strong duty free distribution base in the Middle East with airport listings in Lebanon, Dubai, Egypt, Qatar and its home base with Dufry at Queen Alia International Airport.
