Dubai World Trade Centre (DWTC)
The Dubai World Trade Centre (DWTC) is a premier business and event hub at the heart of Dubai, playing a vital role in establishing the city as a global center for commerce and innovation. With over 1.3 million square feet of state-of-the-art exhibition space, DWTC provides world-class facilities for exhibitions, conferences, trade shows, and corporate events. Its owned and organized events contribute significantly to Dubai’s economy by driving trade, innovation, and investment while serving as dynamic platforms for networking, knowledge exchange, and industry collaboration.
Work completed
Projects
Marketing Management
Being responsible for the year round marketing of its food shows, the complete 360 degree marketing effort was undertaken at DWTC to drive the success of all events being managed to enhance event visibility and attract attendees. This broadly included exhibitor promotion and visitor promotion, to increase company participation at the trade shows and attract a global audience to visit the trade shows respectively.
- Marketing Strategy
- Social Media Management
- Media buying
- Partnerships
- Digital paid campaigns
- Business reporting
- Market Research
For every show cycle, dedicated marketing strategy was created to market the shows. This included the creation and management of yearly, monthly and weekly marketing plans, market penetration plans, partnerships, media placements, among others. A large part of this marketing strategy was also to recommend and finalize the distribution of the marketing budget for each show among each marketing channel.
All social media platforms of each of the five shows were handled. During off-peak season, weekly organic posts were written and posted, with visuals, and during peak seasons, agencies were managed to handle daily paid campaigns. Their content was checked and edited for accuracy and to ensure the messages aligned with business goals.
During peak show seasons, media placements were done in suitable trade publications and ad space was purchased at preferential, discounted rates in leading newspapers per target country, leading websites, radio stations and so on.
Partnerships are key to the success of events. Various strategic partnership agreements were fine-tuned and signed with media agencies, industry research agencies, influencers, and so forth.
The overarching multi-channel digital campaigns strategy was created and implemented after management approval, with collaboration with hired agencies that were responsible for setting up and optimizing the campaigns in the back-end. Data analytics received in regular reports provided by agencies was examined to highlight areas of improvement, track budget spend, and suggest ideas to optimize campaigns.
A range of different business reports were written and designed, including sales decks, post-show reports, MDR reports, and industry outlook reports.
Extensive market research was carried out to gain insights into industry trends and intelligence that would shape marketing strategy, guide decisions, enhance customer experiences, and improve overall marketing performance.
Content
Highly customized content was curated and drafted for all digital and print marketing collateral of the shows, such as websites, brochures, presentation decks, promotional emails, social media and so on. Due to the international reach of the shows, multi-lingual content in English, Arabic, French, Chinese and Russian for example, was arranged for country-specific targeting.
In collaboration with DWTC’s design department, all marketing collateral was created. Show-specific design briefs were prepared for the graphics team and consistent design direction was provided to finalise the key visuals and show positioning.
The websites for each event were created, edited and maintained from the back end. In collaboration with website design and development agencies, all event websites were kept up to date, with frequent design updates to accommodate new content. Technical aspects of the online application portals were also managed and updated.
