TOBACCO REPORT: SHISHA


two first-class style reclining chairs and curved screens which offered privacy and comfort. “A trained hostess presented our


range of shisha tobacco products to shoppers, who could also have a photo of themselves taken using the lounge. The photo was then presented in a branded ‘I wish I could Shisha in the Sky’ frame.” The


Jordanian brand, which


cites classic flavours such as Two Apples, Lemon with Mint, Blueberry Exotics, Mint, gum, gum with mint, and grape with mint as its star performers, also partnered with JC Decaux to introduce the ‘Step Out of this World’ promotion once again in Dubai International Airport. Elayyan recalls: “The activation


gave travellers the chance to relax and recharge at


two locations in


Concourse A departures. “Travellers were invited to use


massage chairs while listening to soothing and calming music through headphones.” Featuring vibrant signage and


soft grass and stone-effect carpets, each area used mini mist vaporiser scent machines, with aromas including blueberry, apple, orange and mint to create a multi-sensory experience that linked to Mazaya tobacco flavours. “Travellers were encouraged to take souvenir photos and share


their experience on social media. In return, they received a special branded Mazaya Bluetooth speaker or duffle bag,” says Elayyan.


Space challenges Promotions and experiential concepts have proven ‘extremely effective ways’ of communicating with the travelling consumer, according to Elayyan. “We look forward to implementing some more innovative activation in the future.” Retailers such as DDF may be


devoting additional space to the category, but the fact is, space is always a challenge in travel retail, especially when a category like shisha is up and coming. Jabre comments: “We understand and appreciate


the challenge the industry has due to space limitations and we always strive to get a fair share of space to ensure our brand gets the exposure it deserves.” The potential of shisha in travel


retail is not limited to airport retailing, with brands such as Al Fakher supplying border shops and seaports that cater to cruise liners. Jabre says: “There remains a very big growth opportunity for shisha throughout all of travel retail. We have already started supplying border shops and seaports that cater to cruise liners.” Available in over 80 countries


Mazaya expands travel retail base


Present in travel retail for almost five years, Jordanian shisha brand Mazaya began with listings in just three duty free shops, most of them via its distributors. Its strong presence in-store through


permanent fixtures and promotional areas, experimental concepts in main airports, and participation at most of the main travel retail events such as the TFWA World Exhibition, MEADFA Conference and IAADFS (now Duty Free Summit of the Americas) provided the perfect platform to showcase its brand and make valuable industry contacts. “As a result, we have expanded our


base with listings in almost 12 duty free shops, dealing directly with operators and establishing ourselves as a major shisha molasses player in travel retail”, Rawan Elayyan, Brand Manager, Mazaya


FEBRUARY 2019


tells TRBusiness. At the time of writing, listings were


being finalised in a further six shops. These will complement existing locations


such as Jordan (Dufry in Queen Alia Airport and Jordanian Duty Free Shops), Dubai Duty Free, Kuwait, Qatar, Iran, Bahrain, Abu Dhabi and Egypt (Egypt Air Duty Free and Cairo Duty Free in Cairo, Hurghada and Sharm el Sheikh). Elayyan adds: “One of our strategies


was to increase Mazaya’s exposure in travel retail to match that in the local market.” The second, was to increase consumer


engagement, according to Elayyan. “Mazaya was also the first shisha


molasses company to use experiential concepts to assure close consumer engagement. “Adding to that as well, Mazaya has


Dubai Duty Free is running promotions with travel shishas.


always provided valuable offers to consumers by providing price-offs and gift-with-purchase promotions.”


TRBUSINESS 39


“At Al Fakher, we focus on providing exciting ways to engage with our brand, such as the multi-tiered reward programme we offered last year at Jordan’s Queen Alia International Airport.”


Ziad Jabre, Al Fakher


worldwide, this will inevitably translate into success in different travel retail channels, acknowledges Jabre. Mazaya’s Elayyan adds: “It makes


sense for border stores and cruise ships to get on board as well.” In addition to the aforementioned


strategies, Mazaya is looking to change the perception of shisha in travel retail. “We want to assist as much as possible in growing the channel as a whole, rather than only Mazaya in the tobacco category.” «


Above: The Al Fakher gum flavour.

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