November 28 2017  |  Spirits & Tobacco

Mazaya helps Dubai travelers step out of this world

By Jas Ryat


Mazaya, shisha tobacco producer, gave travelers a chance to step our of this world and relax during their busy visit through Concourse A Departures at Dubai International Airport



Premium shisha tobacco producer Mazaya gave travelers the chance to relax, rewind and recharge at two locations as they made their way through Concourse A Departures at Dubai International Airport in October.The “Step Out of this World with Mazaya” promotion, created by Outspoken Projects in conjunction with JC Decaux, made for an oasis of calm where passengers were invited to step out of the busy airport and experience a moment of sensory relaxation with Mazaya. Massage chairs provided an opportune time for travelers to relax while listening to music through headphones. Charging stations simultaneously allowed for participants to recharge their devices.

Travelers were drawn to the vibrant and colorful Mazaya locations which included soft grass and stone effect carpet. Each area also used small mini mist vaporiser scent machines with aromas including blueberry, apple, orange and mint to create a multi-sensory experience that linked directly to Mazaya tobacco flavors.

Brand ambassadors present assisted the passengers with their complimentary massage as well as communicating core brand information around the Mazaya product range.

Participants 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.

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 2000 passengers during the promotional period, enabling us to present the Mazaya brand and highlight the incredible range of flavors 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.”


Brand News

November 15 2018

Nestlé’s travel retail team reveals…

Nestlé International Travel Retail (NITR) has announced new products and engaging experiences across its strategic brands…

By Jas Ryat

November 15 2018

Rituals delivers warmth and wellbeing…

Body and home cosmetics brand Rituals has unveiled its Winter Limited Edition 2018 – The Ritual of Yalda

By Jas Ryat

November 14 2018

Sazerac acquires 19 ‘iconic’ Diageo…

​The Sazerac Company, one of America’s oldest family owned, privately held distillers, is purchasing 19 liquor brands from…

By Jas Ryat

November 13 2018

Diageo Travel unveils new single…

Diageo Global Travel has unveiled “Alexander’s Way,” a 14-year-old Mortlach Single Malt, exclusive to travel retail. It forms…

By Steve Pawlett

November 12 2018

Leonidas in the pink with limited-edition…

Leonidas has partnered with International Duty Free at Brussels Zaventem Airport to stage the…

By Jas Ryat

November 12 2018

French wellness brand Puressentiel…

French wellbeing brand Puressentiel will participate for the first time in the MEADFA Conference in Beirut to showcase its…

By Mary Jane Pittilla

November 12 2018

Gaultier Airlines aims to ‘play…

Puig has teamed up with Phoenicia Aer Rianta Company to launch Jean Paul Gaultier’s first travel retail-exclusive activation…

By Hibah Noor

November 9 2018

Ambitious Molton Brown looks forward…

​London fragrance house Molton Brown is set to launch its first major foray into the high-end edp segment next year, following…

By Jas Ryat

November 8 2018

BHI creates new revenue streams

​Michael Beler, President of distribution group BHI, is using his expertise in distribution to offer new brands and services…

By Hibah Noor

Copyright 2018 DutyFree Magazine. All rights reserved. Privacy Policy Sitemap