HQ Capitalizing on a Dufry Exclusive to Win a Dream Destination

Dufry has teamed up with Japan Tobacco International (JTI) to offer customers the chance to “Win their next holiday” with Camel Dufry-exclusive limited editions.

The collaboration with JTI sees the creation of Camel Dufry-exclusive limited edition designs, specific to key Dufry locations and stores using IATA codes. The innovative pack and carton designs feature the IATA codes of Madrid, Zurich, Tenerife, Cancun and Denpasar.

Dufry customers can “Win their next holiday” up to a value of US$10,000, by simply entering a digital prize draw for the chance to travel to their dream Dufry destination. To participate in the grand prize draw, customers must register their details on the Dufry RED website, thereby increasing membership to the Dufry RED loyalty scheme. Although the grand prize is not available in all locations, the exclusive limited edition designs will also be available in Barcelona, Malaga, Alicante, Palma De Mallorca, Fuerteventura, Lanzarote, Las Palmas, Cambodia, Cancun, Mexico City and Lima.

The collaboration with JTI is a first of its kind; offering a combined global flagship brand Camel, with destination souvenir limited edition packaging, along with the chance to “Win your next holiday.” Moreover, it drives online traffic and increases membership to the Dufry RED digital platform. The grand prize activation zones will enhance visibility of the tobacco category and pro­vide innovative in-store excitement for existing adult smokers.

To launch this initiative, Dufry and JTI will be hosting - ahead of the official activation - the first trade event in Dufry´s Basel Headquarters to highlight the limited edition and celebrate this truly global collaboration. The JTI team will be on hand to talk about tobacco as a product line that supports all categories within the Dufry store: research shows that 89% of tobacco buyers pre-plan their purchase, driving footfall into the store.*

The Camel Travel Retail limited edition designs and activation will have a staggered launch, starting with Zurich in July 2019.

* M1ndset, 2018