Imperial Tobacco’s 2010 ambitious and innovative promotion for core brand Davidoff Cigarettes is now well under way through all key airports in the Middle East, including Dubai, Abu Dhabi, Bahrain, Kuwait, Qatar, Beirut and Amman. The promotion ensures regular active slots throughout the summer, from April through to the end of July, and then again during December and January 2011 in the ME region, as well as at Munich airport in Germany.

Designed to maximize the impact of the new premium Davidoff pack design, the promotion uses a combination of up-to-the-minute technology and new techniques to seduce passengers to the promotional area. Depending on the location, the promotion uses vertical interactive multi touch-screens and holocubes to bring the new Davidoff design to life, at the same time offering passengers the chance to win a trip of a lifetime and with the added incentive of a quality gift with purchase. Above the line support is instigated where possible in order to guarantee Davidoff’s constant premium brand image at all levels.

Under the theme “The Davidoff Cigarettes Style Voyage,” the key visual used is the rotating globe with the Davidoff silver ribbon, complete with logo and promotional theme, circling around the equator. The visual changes every so often to show a huge rotating Davidoff Cigarettes pack, clearly showing and demonstrating the attractive new design introduced for the brand. Highly visible, this is the first step in attracting passengers to the promotion.

After highlighting the new product design, consumers can then participate in a game, using the multi touch screen, during which they have to reposition mixed up Davidoff packs as quickly as possible within 60 seconds. Once done the pack spins again, each time with a more difficult sequence.

After each game sequence, six style destinations are shown, one of which is chosen by the player. This can be done up to six times, with the aim being to collect all destinations shown. Those that do are then entered into a draw to win the overall prize of a visit to up to six cities in 14 days. All participants win an instant gift of a travel nametag.

Finally, participants are shown the gift with purchase, a washbag or portable speakers, given with every two cartons of 200 Davidoff Cigarettes purchased.

“This is a very eye-catching and appealing promotion for Davidoff Cigarettes,” says Imperial Tobacco Marketing Manager Global Duty Free Oliver Schramm. “With the up-to-date techniques used, the consumer-relevant mechanism and the high qualitative brand presentation, we’re expecting a high sales increase during this period. Certainly, we have already experienced fantastic response from consumers to date where the promotion has been running; participation has been very high, and sales have reflected that.”