Page 45 - Gulf Marketing Review

C A S E S T U D Y

with giant aqua screens, 30 fountains and
surround sound to connect with audiences
and produce a show like never seen before.
This was part of our recent extensive refur-
bishment project to reinvigorate Dubai Festival
City as one of the UAE’s most exciting retail
and leisure destinations. We have already
experienced a 40 per cent uplift in visitors
since the launch of IMAGINE in December
2016 and with our unique retail offerings and
captivating shows, we expect this positive
trend to continue.

What are your immediate and medium-term
marketing priorities and what challenges
do you expect?
It has been two years since I joined Al-Futtaim.
Our strategic priorities include delivering val-
ue, connecting our customer through digital
channels and focusing on the experience.
We have recently launched our new regional
brand platform, "Celebration Everywhere",
which has helped reinvigorate Dubai Fes-
tival City as one of the UAE's most exciting
lifestyle destinations.
The 360 Celebration Everywhere campaign We will be taking this even further with We are working in a
has been rolled out across all platforms, in- our new development, ensuring we meet challenging climate, which is
cluding ATL, BTL, in-mall communications, the needs of our visitors. Analytics, data, and highly competitive. This is a
digital, social media, operations, and events social listening, also play a big role in our challenge we use to be smarter
activations, with the aim of giving our customer customer engagement platform as we indi- and more innovative
"reasons to celebrate". rect and direct feedback from our customers
It has been designed to align with our across all facets of our business and we can
world-class retail offering, positioning it as respond accordingly. shoppers also visited our Confetti Dome, the
a leisure, dining, entertainment and retail We have also taken successful activities largest ever in the region.
destination. This, together with our engaging such as the Dubai Summer Surprises and
on-site activations and events, is helping to given our activity a virtual reality twist and it What plans do you have for the future?
engage and delight our customers of Dubai has really paid off. We continue to push boundaries and look for
Festival City Mall with our amazing offering. We celebrated our most successful Dubai new and innovative ways in which to engage
Summer Surprises ever this year, after dou- our visitors at Dubai Festival City Mall. As well
Generally speaking, how has technology bling the amount of shoppers that took part in as focusing on ensuring our customers are
altered your business? our spend and win activity compared to last connected in Dubai and our other assets across
We are already utilising the latest technol- year and seeing nearly 39 per cent increase the GCC and MENA region.
ogies to offer a convenient and stress-free in footfall year-on-year. We are extremely excited about the up-
experience for visitors throughout their journey More than 90,000 people entered its Shop. coming new development with the opening
- from planning their trip via the website to Pop.Win virtual reality activity where we gave of Dubai’s second IKEA and 100 retailers in a
parking, wayfinding and connection to free away 30,000 instant prizes from our retailers community urban mall in the near future. Watch
Wi-Fi access. worth AED1 million in value. More than 150,000 this space for more news from us on this.

DECEMBER 2017/FEBRUARY 2018 I GULF MARKETING REVIEW I 45