ITALY. International tobacco and vaping company JTI has partnered with Lagardère Travel Retail to showcase the limited-edition Ploom X device and accessories at Rome Fiumicino Airport. The line was created in collaboration with renowned French designer Ora ïto.
The launch is supported by dynamic activations at the airport’s two main duty-free shops. The animations, running throughout January, are designed to deliver an elevated consumer experience showcasing JTI’s innovative approach to travel retail.
The Ploom X activation enables visitors to explore the full range of Ploom devices and Heated Tobacco Sticks (HTS), select their preferred combinations and customise their devices with prints of their choice.
Ploom’s presence is amplified throughout Rome Fiumicino Airport with prominent visibility on the travel hub’s digital assets. This strategic Out of Home media collaboration with Aeroporti di Roma delivers additional brand exposure, enhancing consumer recognition and engagement throughout the airport journey.
JTI’s artistic partnership with Ora ïto highlights a shared commitment to innovation and design excellence. Dressed in a vibrant red colour palette, the device combines technology with artistic flair to offer a distinctive product that resonates with modern travellers, the company said.
JTI Global Travel Retail General Manager Claudio Ferreira commented: “The Ploom activation in Rome reflects our long-term commitment to not only be present in the HTS category, but also continuously innovate in aspects related to consumer interaction and brand activation.
“The ability to differentiate Ploom and contribute to our retail and airport partners’ success is central in our approach to the category over time.” ✈
