In December 2018, after the successful launch of its new product IQOS 3, Philip Morris International (PMI) opened the world’s largest duty‑free IQOS salon at Dubai International Airport (DXB). The lounge, covering more than 100 sq. m, began operating on March 6, 2019 in Terminal 1, Concourse D.
The IQOS lounge is thoughtfully detailed. It is designed so that customers can receive the highest quality user experience and all necessary product information through effective use of digital advertising‑information LCD panels, advertising monitors, an LED video wall and interactive touch panels. Company representatives also offer live consultations from experts. Visitors can test and ultimately purchase the appropriate IQOS device.
Thanks to professionally planned product presentation and the implementation of a centralized Digital Signage content‑management system, these objectives were achieved.
IQOS and HEETS are now available in all terminals of Dubai International Airport.
To further boost brand recognition, all end walls in the airport are designated for HEETS and IQOS, and a marketing campaign ran in December–February to evaluate the success of the digital panel rollout and the remote content‑management system.
In other Middle Eastern countries IQOS and HEETS are also available in Abu Dhabi Duty Free, and HEETS are available in Sharjah and Beirut Duty Free.
The new IQOS 3 and IQOS 3 MULTI feature improved design and functionality, offering adult smokers a better alternative for nicotine consumption than traditional cigarettes.
IQOS is a technologically advanced cigarette alternative that heats rather than burns tobacco, offering a cleaner way to enjoy tobacco without smoke, ash and with less odor. In addition, IQOS emits on average 95% lower levels of harmful chemicals compared with cigarettes.
“PMI has committed to creating a world free from tobacco smoke, and IQOS has already helped nearly six million adult smokers stop using cigarettes and transition to a smoke‑free alternative,” said Rami Maktabi, Director of External Affairs, PMI Duty Free (Middle East and Africa).
He added: “The best option is to stop using tobacco and nicotine completely. But the vast majority of adult smokers will continue to smoke cigarettes — the most harmful tobacco product. These smokers deserve a better alternative.”
The IQOS retail network is successfully expanding. Many business owners turn to us to order Digital Signage implementations to showcase their products and attract target audiences.
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