Blackjack Promotions launches in the Middle East

OmniServ, the industry-leading global service provider to over 100 airports, airlines and freight services, expands its portfolio services and establishes regional presence

Dubai, UAE – August 18, 2015 – Blackjack Promotions, the staffing solutions, travel retail and experiential specialist, is to launch into the Middle East and North Africa following an agreement between its parent company OmniServ and the Lakhraim Business Group.

OmniServ, the European subsidiary of American aviation facility services provider Air Serv, and Zain Capital LLC, part of the Lakhraim Business Group, have established a joint venture company, Air Serv Hospitality Services MENA.

As a leading airport service contractor in the UK, serving over 15 airports including Heathrow, OmniServ is well positioned through the joint venture company to provide staffing solutions for Retail, Travel Retail and Operations to airports and airlines across the Middle East.

Through the new partnership, Air Serv Hospitality Services MENA will work inside the Dubai Duty Free stores under the known trading name for retail activities, Blackjack Promotions, to provide promotional staff and brand experts to promote a number of Duty Free brands, enhance the traveller experience and boost sales.

Sally Alington, Managing Director, Blackjack Promotions, said: “This new partnership between OmniServ and the Lakhraim 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.”

Air Serv Hospitality Services MENA officially launches its services in September 2015. Following this, the new company plans to offer a similar full service portfolio, including both marketing and operational support solutions, to airports and airlines across the region.

Blackjack was founded in 1995 and acquired by OmniServ Ltd in 2013. Its UK headquarters recently moved to London’s Heathrow Airport, where it employs approximately 100 staff, in addition to its database of 8,000+ field staff. In the UK, the combined client portfolio includes Heathrow, Stansted, Edinburgh Airport, Chanel, L’Oréal, Diageo, Samsung, Sony, Microsoft, Acer, Coty and Dior.

Commenting on the new partnership, Ernie Patterson, Chairman of OmniServ Ltd. said: “We are delighted to have joined forces with the Lakhraim Business Group to launch a new venture in the Middle East. Dubai in particular, is such a focal point for aviation and at OmniServ, we are proud to provide services in the most significant locations worldwide so that we can take a truly global approach to enhancing the end-to-end traveller experience.”

Ali Hamad Lakhraim Alzaabi, the chairman of Lakhraim Business Group, added: “We are excited to be working with ABM and OmniServ Ltd to provide services to airports and airlines across the Middle East. We are delighted to launch these services at Dubai International Airport, regarded as a centre of excellence in aviation, ranking as the number one global airport for number of international passengers in 2015 and with Duty Free stores, which are consistently voted as the best in the world. We see great potential for extending our services to major airports across the region and we believe through the knowledge and expertise of ABM and OmniServ Ltd we can enhance the passenger experience to complement the exciting expansion plans of these airports.”



Editors Notes

About Blackjack Promotions:

Blackjack Promotions is the UK’s leading staffing solutions, travel retail and experiential specialist. Everything it does is committed to connecting consumers with brand experiences that are exciting, engaging, immersive, and that ultimately provoke a real emotional response. Its core service offering falls under four headings: travel retail, customer service, experiential and logistics. It also works hand-in-hand with agency partners and media owners using its experiential expertise to bring brands and briefs to life.

The company was founded in 1995 and acquired by OmniServ Limited, the European division of Air Serv Corporation, owned by ABM, in 2013. Its UK headquarters are in London, where it employs approximately 100 staff, in addition to its database of 8,000+ field staff. Blackjack is an IPM member agency and has been ranked in the top 10 league tables for both experiential and field marketing. Find out more at

About OmniServ Ltd:

Formed in 2004, OmniServ Ltd is the European Division of Air Serv Corporation, a company based in Atlanta, GA USA and an integral portion of ABM Industries Incorporated’s aviation business. ABM (NYSE:ABM) is a global provider of facilities services and has over 110,000 employees.

Air Serv provides a range of services to 100 plus airports globally, including the top 30 airports within the USA and 15 airports within the UK. OmniServ is established in the UK market with PRM operations at Heathrow, Stansted and Glasgow and Security services for Airlines at Manchester Airport and Airport Security for Leeds Bradford Airport. Its Ambassador hosts programme at Heathrow elevates customer service and the recent acquisition of ‘Blackjack Promotions’, a market leader in retail management, enables OmniServ to enhance personal shopping, increasing passenger retail spend through promotions and experiential campaigns. OminiServ’s services include:

  • Passenger Services
  • Persons with Reduced Mobility
  • Portering
  • Ambassador Hosts
  • Retail Hosts (Sales Promotions & Experiential Campaigns)
  • Security (Airline & Airports)
  • Aircraft Services (Baggage & Cargo Handling)
  • Cleaning (Aircraft & Facilities)

With decades of combined experience in all facets of the aviation business, OmniServ shares a dynamic and uniquely spirited culture. Enhanced by world-class processes and a service delivery system that drives team member productivity & performance against service level targets, it delivers superior and cost effective aviation services.

OmniServ’s European Headquarters, chaired by Ernie Patterson, are conveniently situated at London’s Heathrow Airport. Ernie brings years of highly respected aviation industry experience to the organisation.

OmniServ’s Promise
At the heart of the OmniServ proposition is its Service Delivery Programme centred on the promise of Safety, Quality, Lower Cost and Enhanced Consumer Experience. OmniServ is the right partner to provide enhanced quality, continuous improvement and efficiencies.

About Lakhraim Business Group:

The Lakhraim Business Group is a dynamic and highly respected group of companies with investments and ventures in market segments across the Middle East. The Group has grown significantly since its inception and now holds a diverse range of business interests across Hospitality, F&B Operations, Investments in Service-related Businesses, and Real Estate. It draws upon its regional expertise and extensive network of connections to successfully partner with and assist, many leading international companies in gaining a competitive foothold in the region. The Group is the holding company for its four key subsidiaries – Tetra Hospitality Investment LLC, Zain Capital LLC, Group3 Partners LLC and Emirates Capital LLC. In addition, one of Lakhraim Business Group’s ventures, Zone Parking Solutions LLC specialises in facilities management, traffic and parking management and is now considered the Middle East’s largest parking company with major contracts for both Governments and leading businesses in the region.

Zain Capital LLC, the Group’s investment arm has a diverse portfolio of investments spread across traditional and alternate investment products – such as listed equities, fixed income securities, private equity funds, and real estate. The Group specifically targets direct private equity investments with a GCC focus, where it believes it can add value due to its unique understanding of the region, its extensive business network and its successful track record in private equity investment and commercial venture activities.

The Lakhraim Business Group, through its portfolio of businesses employs over 20,000 employees throughout Abu Dhabi, UAE and the Middle East region.