The activation showcases IQOS alongside its VEEV premium e-vapor range.

Philip Morris International Global Travel Retail, in partnership with Gebr. Heinemann, has expanded its retail presence at Frankfurt Airport with the launch of new IQOS and VEEV installations located both inside and outside the airport’s duty-free store.

The refreshed retail footprint showcases IQOS, PMI’s heated tobacco system, alongside its VEEV premium e-vapor range. Designed to educate adult consumers, the new spaces combine product information with interactive touchpoints, highlighting the science and technology behind the company’s smoke-free portfolio.

The activation forms part of PMI GTR’s strategy to create more engaging and educational retail experiences for adult travellers throughout their airport journey.

“At Frankfurt Airport, our goal is to create engaging and relevant retail experiences that add value for adult travellers throughout their journey,” said Niels Altmann, Head of Category Global Tobacco at Gebr. Heinemann.

“Together with Philip Morris International, we have developed a concept that combines innovation, education and convenience in a way that complements the overall airport offering. By extending the brand experience beyond the traditional store environment, we can create additional touchpoints that enhance customer engagement while contributing to a more dynamic and modern travel retail landscape.”

Beste Ermaner, Vice President PMI Global Travel Retail, highlighted the strategic role airports play in introducing adult smokers to smoke-free alternatives.

“Airports are more than transit hubs – they are powerful first touchpoints,” Ermaner said. “The Frankfurt retail installations show how Global Travel Retail can play a leading role in introducing smoke-free alternatives to international adult smokers. It offers a credible and highly relevant environment where adult smokers can access clear, science-based information at a moment when they have both the time and willingness to explore less harmful alternatives to continued smoking.”

Ermaner added that, through responsible and transparent communication, PMI GTR aims to empower adult smokers who would otherwise continue smoking to make informed choices about the smoke-free alternatives available to them.