Alzawrae gets more fruity in Cannes with Mazaya

Alzawrae returns to TFWA World Exhibition this year with its Mazaya brand of shisha tobacco (stand H53 and Don Michele Yacht). Determined to reflect the rapidly growing popularity of shisha smoking in markets outside the traditional Middle East stronghold, Alzawrae continues to invest heavily in promoting its extensive range of Mazaya fruit flavoured shisha tobacco to travel retailers globally.

Based in Jordan, Mazaya will be showing over 50 flavours of shisha tobacco including new 2 Apples Bahraini, with various pack sizes available to travel retail. Alongside the tobacco, Mazaya 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.

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

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 hand out product information and give each participant a free gift of a Bluetooth speaker and duffel bag.

Says Brand Manager Rawan Elayyan: “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.”