UAE. Welcome to the latest edition of The Moodie Davitt Spotlight Series eZine, in which we feature the high-profile, high-impact campaign supporting JTI’s latest Heated Tobacco Product offering, Ploom X Advanced, at Dubai International Airport (DXB).
This multi-faceted project, launched in May, spanned a quartet of partners – brand owner JTI, Dubai Duty Free, Dubai Airports and JCDecaux – who jointly developed an engaging takeover of the consumer journey.
The immersive experiences across the airport environment range from branded Promozones, Dual & Smoking Lounges, plus digital activation alongside the vital human touch from Ploom Experts.
Behind the partnership lies a grand brand ambition by JTI to create a globally recognised name in Ploom, which itself is a response to consumer demand for innovation in heated tobacco and new ways of delivering it, using education via the senses of smell, sight, touch and sound.
In this edition we tell the story of a highly ambitious launch programme through words, images and video.
Please enjoy this edition with our compliments. ✈
