Post Show Report 2016

Campaign Overview

Now in its 5th year the Dubai Winter Festival was a huge success delivering over 25,000

visitors over the three days

The event aimed to build on the strength of the previous years through an effective

early 8 week PR and marketing campaign

The emphasis of the campaign was to drive ticket sales, promote being back at Dubai

Media City Amphitheatre, promote the RAT PACK Festive show on the opening night,

new dates, new features, sponsors, restaurants and exhibitors and to create a festive

atmosphere and sense of excitement around the entire event.

Campaign Overview

The campaign included the following:

TV campaign: 2 weeks

Radio Campaign: 3 weeks

Outdoor branding: 4 weeks

Website

Print advertisements including press, leaflets, stickers: 12 weeks

E-marketing including 3rd party HTMLS: 4 weeks

School communicator campaign: 4 weeks

Online coverage over multiple 3rd Party website: 4 weeks

Air Miles Campaign

Social media campaign: 4 weeks

SMS and Whatsapp campaigns: 2 weeks

PR campaign: 4 weeks

Key Features

Haribo Santa’s Grotto

Winter Market

Sri Lanka Tourism entertainment Stage

Pets Plus Letters to Santa

French Bakery Gingerbread house

Talabat Christmas Tree

Fun Fair

Nutella Snowman building

Haribo Snow Play Zone

Special Ocassions Kids Zone

Oregano kids pizza making

25,031 attended the festival over the three days!

Event Images

Event Images

Dubai Winter Festival Typical Visitor:

Medium – high net worth individuals ABC Audience

Broad age range – those seeking festive cheer, children/ teenagers/ adults. 77%

between 25 – 44yrs old

Core audience – families, groups of friends, young professionals

25:75 Male to Female ratio

Affluent & sociable

Visitor Profile

Campaign OverviewMedium Average Coverage Impressions

TV Coverage OSN 1,825,000 per week 3,650,000

Radio Coverage 5150000 (4 weeks) 5,150,000

Press Advert campaign 157,500 504,000

HTML campaign 3,191,789 3,191,789

3rd Party HTML campaign 1,187,500 1,187,500

Outdoor campaign 9,800,000 (4 weeks) 19,600,000

SMS Campaign 100,000 200,000

Whatsapp campaign 50,000 100,000

School Communcator desktop and mobile 251,348

Facebook reach 2,200,000

Instagram Reach 914

Twitter reach 24,700

Disply Ads 7,961,805

Youtube video ads 40,284

Digital reach 23,275

Website Listing 18,400,000

Website 300,660

Air Miles 753,566

Total Impressions 63,539,841

This is the overview of the recorded campaign which had total

impressions of 63,539,841

OSN MOVIES HD AND KIDS HD

OSN Movies Premier HD

OSN Movies Premier HD+2

OSN Yahala Drama HD

OSN Yahala Shabab

OSN Yahalla HD

OSN First More

OSN MOVIES COMEDY HD

OSN Movies Festival HD

An intensive 2 week advertising campaign with OSN delivered over 600 prime-time TV spots

across the network with a total reach of 1.3 million homes and a collective audience of

3,650,000 across the GCC.

OSN COMEDY HD + HD+2 OSN FIrst HDOSN First HD +2 (SD)

TV Campaign

Millions of listeners tuned into ARN Radio network everyday for 4 weeks to hear our

radio advertising campaign as well as additional spots and competitions across

various other stations. Our primary radio station was Dubai 92 with all the other ARN

stations supporting through liners and giveaways.

TOTAL SPOTS 333 TOTAL REACH 5,150,000

Radio Campaign

Outdoor Branding

In the 4 weeks leading up to the festival we secured one of the prime sites along Dubai’s busiest highway Sheikh Zayed Road. Each day over 350,000 cars drove past the banner which resulted in huge exposure.

The 2016 website was updated with a new design and creative. The website attracted much more traffic with visitors spending more time on the website. Throughout the campaign traffic gradually increased closer to the festival. We had a 72.51% new user rate which is huge and concludes that the festival website attracted many more people who hadn’t been to our site before.

Website

Print Reach Average Readers (3.2 per publication)

2 x Mother, Baby and

child

30,000 copies each week 192,000 readers

3 x BBC Good Food

Magazine

12,500 copies each 120,000 readers

Connector Magazine 30,000 copies each week 96,000 readers

Leaflet distribution 30,000 leaflets distributed to local schools, hotels,

and shops

96,000 readers

Total Print 504,000 readers

Print Coverage

Example Press Adverts

This Press advert was rolled out through various

high profile magazines such as Mother, Baby and

Child and BBC Good Food Magazine. These

magazines were perfectly inline with our family

target audience. The advert highlighted all of our

main sponsors and partners as well as the festival

features, new location and the headline band

THE RATPACK on the Thursday night.

Winter Festival Leaflet

There were 30,000 leaflets distributed to schools, hotels, restaurants, cafes and shops in and around Dubai.

On-site Coverage

At the festival 10,000 festival guides were handed out at the Box Office to all those who bought tickets on-site.

Direct HTML Coverage

HTMLs were sent to our Database of just

over 250,000 consumers. Each had a

different style and message in order to

and message. 32 were sent in total

totalling 3,191,789 emails sent to our

database.

3rd Party HTML Coverage

We sent a total of 39 HTMLS out to our

3rd Party databases, totalling over

1,187,500 emails. HTMLS were sent

out to databases such as Pizza

Express, Kids Zone, Afterschool.ae,

GEMS Wellington, Mumzworld, RGS,

Timeout Dubai, Kempinski, Playdates,

Horizon International School,

Dubai Music School and many more.

School Communicator

As families are such an important market for the Dubai Winter Festival

we reached out to 29 schools in the local area and promoted

the festival through the school communicator digital banners,

these were on both desktop and mobile devices. The total

impressions of this desktop and mobile campaign was: 251,348

Event Listing Sites

This year the Dubai Winter Festival

was listed on 62 listing sites with a

total reach of 18.4m per month.

The festival was listed on sites such

as Eventful, Expat Bloke, Go Dubai,

The National, Time Out Dubai,

Lovin Dubai, Totally Emirates,

Guide to Dubai

Additional Coverage

Here are some further examples of

the extended coverage we secured

through various websites

and Facebook pages.

Additional Coverage

Air Miles App

This year we teamed up with Air Miles in order to reach a wider audienceand promote the festival through additional channels. In the leading 2 weeks heavypromotion was done through the following:

• Radio: 10 day promotion on Dubai 92 to win tickets for the festival• Boosted social media posts• Competition on the Air Miles mobile App

• Web banner on their main page

The total reach through this campaign was 753,566

Social Media

The 2016 social media campaign ran intensely for 6 weeks and covered Facebook,

Instagram and twitter. The overall Facebook campaign had a total of 2.2 million reach with the breakdown as follows:

38,450 Likes with an increase from 30,943

503,860 Video views from 7,871

1,402,500 Unique users

2,280,415 Total reach from 542,126

15,834 Web clicks

Facebook Top Post Reactions

The UNBOOSTED post which generated the highest reactions –

803 reactions

The BOOSTED post which generated the highest reactions –

3.7k reactions

Facebook Top Post Reach

?

The PUBLISHED post which generated the highest Reach – 324,798 People.

The UN-PUBLISHED post which generated the highest Reach –

191,000 People

The total number of 10 second views was 218,450. The average organic views per video

were 848 & paid were 4,353

The total number of 3 second views was 503,860. The average organic views per

video were 1,894 & paid were 10,102

Facebook Total Video Views

503,860

Facebook Total Reach

Our average organic reach during the 1 1/2 month period

equals 7,623 people.

Our average paid reach during this period equals 46,471 people

Organic Reach Paid Reach

Avg. reach

2.2 Million

INSTAGRAM

Follower Growth & Location

The number of followers on the Instagram accounts have increased from 634 to 914. This

is an increase of 280 users.

Instagram Top Posts

Most Liked Most Engaging Most Commented

Digital Campaign

As part of the 2016 campaign we carried out an intensive digital campaign to continually reach our potential visitors. The campaign was built through the following platforms:

Creating Awareness: We used Google Display (banner ads on partner websites) and YouTube ads to create awareness. In this campaign we reached out to new users and we also advertised to all tickets page visitors of TOAD & SSSFF websites. In addition to this, we ran Gmail ads to the email database.

Building Consideration: We retargeted all of these users which clicked on our banner ads, viewed our YouTube Video or clicked on our search ads. We also targeted competitor keyword such as "Winter Wonderland Dubai" which was our third highest clicked keyword.

Conversions: We targeted the people who visited our website and started showing them banner ads on every website they surfed but not more than 6-8 times a day - this number was increased as we came closer to the event. The idea was not to make them click on the ads again and again but to just show them our banners so they were constantly reminded of the Winter Festival.

PR Coverage Summary

14Arabic clippings

5Arabic print clippings

9Arabic online clippings

$70,368Arabic AVE

36English clippings

24English print clippings

12English online clippings

$123,354English AVE

50Total clippings

29Total print clippings

21Total online clippings

$193,722Total AVE

= 711,473 AEDs

=

=

=

=

+

+

+

+

+ Sony TV coverage (5 minutes = 22,000$ i.e. 80,798 AEDs) = 792,271 AEDs

Example Articles

DATE: 08/12/2016

CIRCULATION: 100,435

PUBLICATION: Xpress Abu Dhabi Edition

PUBLICATION TYPE: English Weekly Newspaper

AVE: $333

DATE: 08/12/2016 CIRCULATION: 67,008PUBLICATION: AHLAN!PUBLICATION TYPE: English Weekly Magazine AVE: $20,052

Example Articles

DATE: 06/12/2016 CIRCULATION: 36,510PUBLICATION: What’s On DubaiPUBLICATION TYPE: English Monthly Magazine AVE: $3,750

DATE: 06/12/2016 CIRCULATION: 30,000PUBLICATION: ConnectorPUBLICATION TYPE: English Monthly Magazine AVE: $714

Example Articles

DATE: 04/12/2016 CIRCULATION: 300,000PUBLICATION: READPUBLICATION TYPE: English Weekly Magazine AVE: $2,268

DATE: 02/12/2016 CIRCULATION: 432,868PUBLICATION: Gulf News FridayPUBLICATION TYPE: English Weekly Magazine AVE: $2,785

Post Show Report 2016