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
With large marketing budgets available at hand, global marketing campaigns were intuitively designed and implemented. In collaboration with vendors and external agencies, the shows were promoted to stakeholders which included exhibitors, visitors, partners and industry players at large.
- Marketing Strategy
- Social Media Management
- Media Buying
- Partnerships
- Digital Paid Campaigns
- Business Reporting
- Market Research
At the start of every event cycle, a dedicated marketing strategy was created to market the shows. This involved the creation and management of yearly, quarterly, monthly and weekly marketing plans, which included penetration plans, partnership plans, and media placement plans, among others. A significant part of this marketing strategy was also to finalize the distribution of the overall marketing budget per show across each marketing channel.
All social media platforms of each show were maintained throughout the year. During off-peak seasons, weekly organic posts were drafted and posted with multimedia content, and during peak seasons, paid campaigns were outsourced to agencies. Content calendars and live posts were checked and tweaked for accuracy and to ensure the messages aligned with business goals.
During peak show seasons, media placements were strategically booked in targeted trade publications. Ad space was purchased at preferential rates in top newspapers, popular websites, and radio stations across key markets.
Partnerships are key to the success of events. Various strategic partnership agreements were fine-tuned and signed with media outlets, industry research agencies, influencers, and so forth. Barter deals were also firmed up with media agencies ensuring a balanced exchange of value and mutual benefits.
The overarching multi-channel digital campaigns strategy was created and implemented in collaboration with digital marketing agencies that were responsible for setting up and optimizing the campaigns in the back-end. Data received in regular reports provided by these agencies was reviewed internally to highlight areas of improvement, track budget spend, and suggest campaign optimizations.
A wide 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 through CRM surveys, stakeholder interviews and industry partner resources, to gain insights into industry trends and gather intelligence that would shape marketing strategy, guide decisions, enhance customer experiences, and improve the overall marketing performance.
Content
Customized content was curated and drafted for all digital and print marketing collateral of the shows, such as websites, brochures, presentation decks, promotional emails, and social media. Due to the global reach of the shows, multi-lingual content in English, Arabic, French, Chinese and Russian was published for country-specific targeting.
All marketing collateral for shows being managed was coordinated. Show-specific design briefs were prepared for the graphics team and consistent design direction was provided to finalise the key visuals and show positioning.
Websites for each event were created, edited and maintained in the
content management system (CMS). In collaboration with a contracted UK-based web design and development agency, all event websites were kept up to date, with frequent design changes to accommodate new content. Technical aspects of the online application portals for show registration were also managed and updated.
