Alzawrae is continuing its travel retail offensive for the Mazaya brand of shisha tobacco this year with another full-on schedule of investment and promotional activity both at trade and consumer level.
Mazaya - Jordan’s fast-growing brand of Shisha tobacco, available in many different fruit flavours – has quickly established a strong duty free distribution base in the Middle East with airports listings in Lebanon, Dubai, Egypt, Qatar and its home base with Dufry at Queen Alia Airport/Jordan. For 2017 the company plans to further strengthen its presence in the travel retail/duty free business, entering new markets both within the Middle East and further afield – East and West.
No opportunity is being missed to heighten industry awareness of Mazaya, as shisha continues to gain popularity outside its traditional Middle Eastern stronghold and becomes an increasingly interesting proposition for travel retailers internationally. The brand is to sponsor the opening cocktail at this year’s TFWA China’s Century conference in Guangzhou (March 7-9) and promises delegates “a modern, cool and sophisticated dedicated space where Mazaya’s wide variety of shisha flavours can be tried and more can be learned about this on-trend lifestyle concept”.
Says Brand Manager Rawan Elayyan: “Shisha is very popular in China and we believe there is great potential for Mazaya in travel retail as travellers look for quality, authentic products in a wide range of flavour combinations. We’re really excited to be taking part in this event and engaging directly with delegates at the opening cocktail.”
This full-on approach is – importantly – being carried through to the airport where Mazaya is investing heavily in branding and promotion with pillar and gondola advertising and consumer activations. The festive period saw a number of promotions at Queen Alia Airport/Jordan that included a “Buy any Mazaya product and get a free glass shisha,” along with a special Christmas installation. Dubai Duty Free also saw a major installation in concourse D while Mazaya is currently sponsoring one side of DDF’s plastic shopping bags.
“We know that high profile promotions such as these will not be possible in many airports due to tobacco restrictions but wherever it is possible we plan to create as much theatre and excitement as we can to capture the attention of travellers and introduce the world of shisha,” continues Rawan.
“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.”
About Mazaya
The Mazaya brand was launched in 2010 by the fast-growing Jordanian tobacco company Alzawrae. Through Mazaya, Alzawrae aims at revolutionizing the production of tobacco-molasses, presenting to their customers a diverse and innovative selection of high quality products, distinguished by their unique ingredients that include pure honey, natural food grade flavours and premium quality French tobacco.
Pioneers in the production and supply of high-end tobacco-molasses and innovators in hookah technology to international quality standards, Mazaya has expanded its presence from three markets to 30 markets in just five years and seeks to expand the base of its success globally.
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