Alzawrae will be featuring its Mazaya brand of shisha tobacco at TFWA World Exhibition this year (stand H53 and Don Michele Yacht) as it look to assist the ‘rapidly growing popularity’ of shisha smoking in markets outside the Middle East.

As such, Alzawrae is also investing strongly in promoting its range of Mazaya fruit flavoured shisha tobacco to travel retailers around the world.

The Jordan-based company says it will be promoting more than 50 flavours of shisha tobacco, including new 2 Apples Bahraini, with various pack sizes being made available in travel retail. In addition to tobacco, Mazaya also emphasizes it can also supply prestigious glass shishas in various sizes, along with its ‘handy portable size shisha that’s perfect for consumers looking to experience this growing trend for the first time’.

MIDDLE EAST FOCUS SO FAR THIS YEAR

This year has seen Mazaya continue to grow its volume sales throughout Middle Eastern airports adding Najaf Duty Free Iraq to its list of customers, which also include airports in Lebanon, Dubai, Egypt, Qatar, Kuwait, Bahrain, Iran and Jordan.

Click to enlarge image.

The company said: “TFWA WE this month coincides with a new ‘shisharoma therapy’ promotion taking place at Dubai Airport to support an airside advertising campaign with JC Decaux in Concourse A.

“Travellers will be able to enjoy an oasis of relaxation in a clean, light and modern space. Consumers will be invited to relax in Mazaya massage chairs, enjoying fruit scented vapour aromas, which relate to shisha flavours whilst listening to soothing music through personal headphones.

“Charging points allow them to recharge various mobile devices at the same time as recharging themselves. Brand ambassadors will encourage each customer to have a photo taken which can be shared on social media with related hashtag brand ambassadors also handing out product information and giving each participant a free gift of a bluetooth speaker and duffel bag.”

Shisha in the Sky. Click to enlarge.

A DIFFERENT TOUCH POINT…

Brand Manager Rawan Elayyan says high profile activations such as this ‘really work well’ in spreading the word about Mazaya to existing shisha smokers and new customers.

“The idea here is that customers can ‘step out of this world and relax with Mazaya,’ whilst travelling through the airport.

“The promotion is outside the duty free shop, so there is no sales activity here, but it is a great opportunity to reach the traveller at a different touch point – building awareness of the brand and the exciting 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.”