An
enthusiastic reception to the Galaxy® roadshow at the MEADFA Conference in
Jordan has set the scene for the brand’s global launch and accelerated activity
within the Middle East.
Attending
the conference – set against the magnificent backdrop of the Dead Sea - Simon Knapp, Sales Director – EMEA, Indian Sub Continent & Americas, Mars International Travel Retail said he was delighted with the response
from retailers attending over the two days.
“This is a
very important region for the brand and investing in an event such as the
MEADFA Conference underlines our commitment to the Middle East. We have built
an incredible support package of new products, stunning branded displays and
innovative activations for Galaxy, including a programme of HPP with key
airports in the region,” he said. “Having an attractive stand along with
Galaxy® hostesses in their innovative dresses sampling the brand gives
delegates a hint of what we can do within an airport environment”.
Galaxy® is
the 5th biggest chocolate brand in the world and the number 1 pure
chocolate brand and, says Knapp: “We know that is a recipe for global success
in ITR. Galaxy also gives Mars ITR the opportunity to develop our
‘showing thought’ category by offering more gifting solutions.”
Galaxy® is
particularly attractive to passengers from China, UK, USA and the Middle East
where it has a very strong presence in the local market. “2016 will be
the year where we take our ITR Galaxy® proposition to a wider audience with a
Global Launch with Key retailers in key airports across the world,” says Knapp.
“There really is a huge opportunity for the brand in all markets.”
The Middle East will see the first HPP activations for the
new Galaxy® portfolio starting with Dubai Duty Free.
In the second half of 2016 a global campaign will see activations in key
airports worldwide.
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