PMI Global Travel Retail unveils ‘Forever Curious’ IQOS campaign at DXB

Philip Morris International (PMI) Global Travel Retail (GTR) has launched its ‘Forever Curious’ IQOS campaign at Dubai International Airport (DXB), the first activation in a global rollout across key international airport hubs.

The campaign engages legal-age nicotine users through a 360-degree experience inspired by travel, exploration, and emotional discovery. It fosters a connection to a smoke-free future driven by curiosity, offering memorable moments for adult travelers.

Mami Sakamaki, Director of Smoke-Free Products at PMI GT R, said, “At its core is the message, Curious? IQOS Forever Curious, a celebration of those who seek, discover, and choose better. It encourages adult nicotine users to ask, “What if?” and explore new perspectives, ultimately leading to the discovery of better alternatives.”

Dubai International Airport stands as one of the world’s top three international travel retail hubs, making it the perfect stage for the global launch of this campaign. This strategic location aligns with PMI GTR’s ambition to meet legal-age smokers’ preferences on a global scale.

“Adult nicotine users have diverse preferences and are seeking better alternatives to cigarettes,” added Sakamaki. “That’s why PMI has developed a broad smoke-free portfolio - including IQOS, ZYN, and VEEV.”

The ‘Forever Curious’ campaign is not only a marketing activation within PMI GTR, but an example of how PMI GTR contributes to PMI’s vision of a smoke-free future.

“PMI Global Travel Retail is our window to the world, introducing international legal-age travelers to our iconic smoke-free brands and furthermore a premium retail which provides consumer-centric brand experiences with excellence. IQOS is our iconic brand - the number one tobacco heating system with over 32 million users globally, more than two-thirds of whom have completely switched and stopped smoking,” Sakamaki added.

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