After an initial release to selected Asian and Middle East airports earlier this summer, Imperial Tobacco is now rolling out Davidoff Magnum Elite 1926, their limited edition travel retail exclusive, to airports worldwide.

Presented in a handsome brown and gold sharing display case, featuring superior embossed and heritage details and handwritten release numbers unique to each pack, the Magnum Elite 1926 cigarettes commemorate the beginning of founder Zino Davidoff’s exploratory journey through South America to learn about tobacco.

With only 25,000 skus produced the emphasis is on rare refinement. For phase one of its release the company developed brown and gold coloured personalized tools for use in-store, mirroring the products’ luxurious character. On-shelf glorifiers with a centrally placed open carton were specially designed so consumers could fully appreciate the pack display mechanism and unique serial numbers.

In Dubai, Davidoff achieved a customized display in the Emirates first class lounge. To accompany such premium settings, the brand brought in elegantly attired and extensively trained Brand Ambassadors to relate key product information and the Davidoff heritage to consumers.