Journey of a Lifetime
Operating conditions for tobacco suppliers and retailers continue to be challenging, and are likely to become even more so in the future. But as several recent examples have indicated, an innovative and carefully devised campaign retains the ability to generate genuine excitement around products within this category.
Davidoff’s Black & White Journey of a Lifetime is a case in point. Running throughout the Middle East during 2009, the campaign invited participants to tailor-make their dream holiday. Culminating in a presentation at Dubai Duty Free, the simple-but-striking competition was won by Dubai-based Indian national Zaakesh Mulla.
Revolving around the Davidoff cigarette portfolio – which is at the core of Imperial’s TR strategy – the campaign saw Mr. Mulla collect tickets for a one-week trip to Venice for two people. Pictured at the presentation are various Dubai Duty Free and Imperial Tobacco Officials, namely (from left to right): Nigel Boonyong, trade marketing & development manager; Ioachim Gavalas, duty free area manager Gulf & Horn Africa Countries; Zaakesh Mulla; Colm McLoughlin, MD of Dubai Duty Free; Gotje Rogall, premium brand manager; George Horan, Deputy MD of Dubai Duty Free; and Ebad Ahmadi, NTDE tobacco division director.
Reflecting on the contest, Colm McLoughlin tells Frontier: “We were delighted by the response to the Imperial Tobacco promotion, ‘Journey of a Lifetime’, as it seemed to appeal a good deal to our customers who had the chance to interact with the brand and win great prizes, including the grand prize.”
And Journey of a Lifetime is certainly not the end of Davidoff’s innovative concepts: indeed, one current project is even more ambitious in scope and scale. Accordingly, the brand is now running a promotion whereby the participant can win a 14-day-trip to six – yes, six – stylish cities of their choice. To take part, participants are invited to use an interactive multi-touch TV screen in order to recreate a pack of Davidoff cigarettes.
Delicious
Digg
StumbleUpon
Facebook
