Blackjack Promotions launches in the Middle East

Staffing, experiential and travel retail agency Blackjack Promotions has launched in the Middle East and North Africa, following an agreement between parent company OmniServ and the Lakhraim Business Group.

Blackjack Promotions' Sally Alington
Blackjack Promotions' Sally Alington

OmniServ, which is the European subsidiary of the American corporation Air Serv, has established a joint venture company, Air Serv Hospitality Services MENA, along with Zain Capital LLC.

Air Serv Hospitality Services MENA will work inside the Dubai Duty Free stores under Blackjack Promotions. It will provide promotional staff and brand experts to promote a range of duty free brands, and aims to enhance the traveller experience and boost sales.

The new business will officially launch in the UAE in September. Following this, it plans to offer a full-service portfolio to airports and airlines across the Middle East and North Africa.

Sally Alington, managing director of Blackjack Promotions, said: "This new partnership between OmniServ and the Lakhrain Business Group offers a brilliant opportunity for us to take the Air Serv and Blackjack names into new territory. Together we already work across the USA and in a number of key European airports, for major international brands, airlines and the airports themselves.

"Both myself and the team are excited to expand into Dubai Airport, which is experiencing significant growth in passenger numbers, and look forward to building more relationships with the airport, retailers and travel retail brands."

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