Dubai passengers step out of this world with Mazaya

October 2017 saw premium shisha tobacco producer Mazaya give travellers the chance to relax, rewind and recharge at two locations as they made their way through Concourse A Departures at Dubai International Airport.

The “Step Out of this World with Mazaya” promotion, created by Outspoken Projects in conjunction with JC Decaux, created an oasis of calm where passengers were invited to step out of the busy airport hustle and bustle and experience a moment of sensory relaxation with Mazaya, Massage chairs provided an opportunity for travellers to relax whilst listening to soothing and calming music through headphones. At the same time, charging points enabled participants to ‘re-juice’ their devices.

Travellers were attracted to the vibrant and colourful Mazaya locations which included soft grass and stone effect carpet. Each area also used small mini mist vaporiser scent machines with aromas including blueberry, apple, orange and mint to create a multi-sensory experience that linked directly to Mazaya tobacco flavours.

Brand ambassadors present assisted the passengers with their complimentary massage as well as communicating core brand information around the Mazaya product range.

To bring in a digital element, those taking part were encouraged to take souvenir photos and share their experience on Instagram, Twitter and to ‘like’ the Mazaya Arabia Facebook page; in return they received a special branded Mazaya Bluetooth speaker or Duffle bag.

Mazaya Brand Manager Rawan Elayan commented: “This was a perfect activation aimed at touching the consumer before they reached the Dubai Duty Free retail outlets. We engaged with over 2000 passengers during the promotional period, enabling us to present the Mazaya brand  and highlight the incredible range of flavours available through a very relevant experience.

“It’s so important to communicate with passengers, not just in the duty free retail area, but at other touchpoints during their journey and this was a perfect example of how successful that can be. As a direct result we have seen an increase in sales between September and October of 16%, while compared to October last year sales are up 17%. Of course, it’s also about raising brand awareness which will reflect on domestic sales not just in Dubai but globally where Mazaya is listed.”

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.