The campaign, the JAC Vapour Exchange, debuted last Thursday (31 July) in Edinburgh and the brand says that events in London in the coming months will be a key focus. Activity in Edinburgh included a pop-up 'vape space' at Summerhall, part of a collaboration between JAC Vapour and Scottish arts and entertaiment magazine The List. Around 2,000 guests attended the event, which was also timed to celebrate the start of the Edinburgh Festival Fringe.
During the event, brand ambassadors for JAC Vapour distributed e-cigarettes to smokers and encouraged them to visit the pop-up 'vape bar', to sample different e-liquid flavours and find out more from JAC Vapour's team of experts.
Future activity in London and again in Edinburgh will include a pop-up vape bar, created bespoke for each event, as well as partnerships similar to that formed with The List.
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