MIDDLE EAST/AFRICA. The Middle East & Africa Duty Free Association (MEADFA) has set 29 September as the deadline for entries for ‘The MEADFA Challenge’. MEADFA is calling for entries from brands, retailers and airports that have demonstrated new ideas, best practice and excellence in their marketing, launches and industry partnerships this year.
As reported previously, ‘The MEADFA Challenge’ seeks to highlight ground-breaking industry activity in Middle East and Africa duty free & travel retail. The best submissions will be invited to present to delegates at the MEADFA Conference in Beirut on 20-21 November.
Companies are invited to submit to MEADFA examples of marketing campaigns, product launches, innovation in new technology and partnerships that they believe take the business forward in the region. Submissions should explain how these break new ground, move the industry forward and how they have helped to engage travellers.
Entries should be supported by images, video and other relevant material. Events, activations and launches should have taken place during the 12 months in the run-up to this year’s MEADFA Conference.
A MEADFA judges’ panel will assess the entries, with the highest rated invited to present at a special session during the Beirut event.
Announcing the initiative last May, MEADFA President and CEO of Jordanian Duty Free Shops Haitham al-Majali encouraged companies with a presence in the Middle East and Africa – airports, retailers and brands – to take part in the initiative.
He said: “We want the MEADFA Conference to be an opportunity to showcase, explore and celebrate new ideas and fresh thinking. Landlords, retailers and brands are already doing great things together to excite travellers and drive higher spend, and we want to learn from examples of best practice in the Middle East and Africa. We are excited about this initiative and looking forward to receiving submissions from our friends and partners across the region.”
Submissions and supporting material can be addressed to MEADFA Operations Manager Micheline Enkiri at micheline@meadfa.com
MEADFA 2017 will be held under the patronage of Lebanese Minister of Tourism Avedis Guidanian, who will speak at the conference. Beirut Duty Free is the official host and Middle East Airlines is the official carrier.
