UAE. International tobacco and nicotine company JTI has partnered with Dubai Duty Free, Dubai Airports and JCDecaux to showcase its latest Heated Tobacco Product offering in travel retail, Ploom X Advanced, recently launched at Dubai International Airport (DXB). This marks the first location to offer Ploom in the UAE.
The launch, which took place on 27 May and was attended by The Moodie Davitt Report as exclusive media partner, is supported by Promozones in various locations across the airport, to be followed by a dynamic flagship store in due course.
The multi-faceted launch programme supported by the quartet of partners features bold, vibrant digital screens for Ploom across the airport, which JTI said deliver “a dynamic consumer experience and spotlight JTI’s cutting-edge and innovative vision for travel retail”.
JTI and partners said they are inviting travellers to immerse themselves in the world of Ploom through a multi-sensory journey, featuring aroma diffusers and exclusive tasting cabins. These are complemented by Ploom Experts who are on hand across all touchpoints to offer an “engaging brand discovery experience”.
The Ploom activation at DXB 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 stands out through JTI’s unwavering focus on the consumer, and our commitment to driving success for our retail and airport partners remains at the heart of our long-term vision for the category,” said JTI Regional President for Eastern Europe and Global Travel Retail Bilgehan Anlas.
Following successful Ploom launches at key travel retail locations, including Geneva, Zurich, Milan, Rome, Athens and Madrid airports, JTI highlighted the “globally unique ecosystem designed to ensure that the consumer captures the Ploom experience at some point, during their time at the airport”.
Ploom’s presence is further amplified with prominent visibility via the travel hub’s online and digital assets. This strategic Out of Home collaboration with the partners delivers additional brand exposure, enhancing consumer recognition and engagement throughout the airport journey, said JTI.
JTI Global Travel Retail General Manager Claudio Ferreira commented, “The Ploom activation in Dubai underscores our long-term commitment to being a leader in the HTS category – not just in the UAE, but globally – through proactive, bold and innovative consumer engagement, coupled with dynamic brand experiences.”
Dubai Duty Free Senior Vice President for Purchasing Sharon Beecham said, “We are delighted to introduce Ploom to travellers at Dubai International Airport through this dynamic partnership with JTI, Dubai Airports and JCDecaux. The experiential activation marks a significant step in JTI’s expansion in the UAE.
“Dubai Duty Free’s exceptional retail environment has been instrumental in bringing the innovative, sensory-driven Ploom experience to life, which is sure to attract engagement with customers seeking heated tobacco products in travel retail.”
JCDecaux Dubai Managing Director Bertrand Mouraille said, “For over a decade, we’ve been proud to partner with Dubai Airports and JTI, fostering a strong, enduring relationship built on shared values and a commitment to excellence in execution.
“Our latest collaboration, the transformation of the smoking area sponsorship at DXB, reflects a mutual vision to continually elevate the passenger experience and embrace bold, forward-thinking innovation. By bringing together our collective expertise, we’re not only enhancing the airport’s ecosystem but also redefining how travellers interact with their surroundings.
“Through integrated touchpoints, from advertising and podium retail to DDF stores and premium smoking lounges, this initiative exemplifies how long-term partnerships can meaningfully shape the future of airport experiences.”
Dubai Airports Vice President – Commercial Concession Management Alison Macdonald said, “This collaboration reflects the strength of our long-standing commercial partnerships and our shared ambition to deliver distinctive and engaging retail experiences at DXB.
“With a guest base as rich and diverse as the world itself, providing choice in both products and service offerings ensures we are able to meet and exceed the changing expectations of our guests. It’s a strong example of how we continue to elevate our travel retail offering at the world’s busiest international gateway.” ✈
*Watch out for a special Spotlight eZine dedicated to the Ploom launch at DXB and the partnerships that brought it to life, featuring more images plus video and comment, coming soon via The Moodie Davitt Report.
