Jordanian-based Alzawrae, producer of the Mazaya brand of shisha tobacco, is returning to TFWA World Exhibi-tion this year at stand H53 and the Don Michele Yacht.
The company is determined to reflect the rapidly growing popularity of shisha smoking in markets outside the traditional Middle East stronghold, and continues to invest heavily in pro-moting its extensive range of Mazaya fruit flavored shisha tobacco to travel retailers globally.
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.
Mazaya will be showing more than 50 flavors of shisha tobacco in Cannes, including new 2 Apples Bahraini, and will offer a variety of pack sizes to travel retail.
Mazaya also supplies glass shishas in various sizes, including a portable size for consumers looking to experience this growing trend for the first time.
Mazaya has been steadily growing its volume sales throughout Middle Eastern airports over the past year, adding Najaf Duty Free, Iraq to the airports in Lebanon, Dubai, Egypt, Qatar, Kuwait, Bahrain, Iran and Jordan where it is also listed.
The company is strengthening its presence in the travel retail/duty free business with creative promotional activities both at trade and consumer level as it strives to heighten industry awareness of Mazaya.
For example, Alzawrae will be run-ning a ‘shisharoma therapy’ promotion for Mazaya at Dubai Airport next month to support an airside advertising campaign with JC Decaux in Con-course A.
The company has created a relaxation oasis for travelers, says Brand Manager Rawan Elayyan: “High profile activations such as this really work well in spreading the word about Mazaya to existing shisha smokers and new customers. The idea here is that customers can ‘step out of this world and relax with Mazaya,’ whilst traveling through the airport. The promotion is outside the duty free shop so there is no sales activity here, but it is a great
opportunity to reach the traveler at a different touch point – building awareness of the brand and the exciting world of shisha.”
“In the meantime we will also continue to promote Mazaya ATL through industry media advertising, via industry exhibitions, events and conference sponsorship, plus customer giveaways to ensure we are the shisha brand of choice for travel retail internationally.”
For more information, go to www.mazayamolasses.com