Dubai Festival City Mall, one of the major shopping and entertainment destinations in Dubai, UAE, continues to be recognized for its exceptional family concepts and innovative marketing activities. The Mall, along with Cairo Festival City Mall, was recently honoured at the RECON Middle East & North Africa Shopping Center Awards 2018 for its ever-growing list of unique and creative activations and engaging events.
Melissa Wingfield, Regional General Manager Marketing, Al-Futtaim Malls, said, “Shoppers are at the heart of our business, and we are thrilled to be recognized for our initiatives. Each campaign we execute is designed to create exceptional experiences for our audiences and that has played a significant role in the success of our marketing strategy.”
Festival City Malls remains committed to its strategy of ‘retailtainment,’ which focuses on combining retail concepts and entertainment options to offer an immersive experience for families and provides something for every type of customer. In collaboration with its loyal and trusted partners, the malls create engaging activities that bring the retail environment to life.
Campaigns recognised include Festival of Flavors, a unique first-of-its-kind concept in the market, putting a twist on the usual food festival by providing customers with a ‘passport’ booklet of coupons and vouchers to redeem at F&B outlets throughout the mall, leading to increased footfall and sales. The Mall also launched the Festival City Kids Club, the only kids focused loyalty program in a Dubai shopping mall, which provides rewards and exclusive offers to families and children, driving shopper loyalty and further visitation. These campaigns were recognized at this year’s RECON MENA Shopping Center Awards, with Dubai Festival City Mall winning a Gold award for Advertising for the Festival of Flavours campaign, a Gold award for Digital/Social Media for the launch of Kids Club, and a Silver award for the Disney Magical Ramadan activation. Cairo Festival City Mall was a silver winner for NOI enhancement – Excellence Marketing/Sponsorship for the Coca Cola World Cup activation.
With a successful strategy and well-established retail partnerships regionally, Al-Futtaim Malls is expanding its footprint with the upcoming development, Festival Plaza, its latest community shopping project. Scheduled to open in December 2019, the project has been designed to serve as the centre for the upcoming Wasl Gate community and beyond with Dubai’s second IKEA and new concept Al-Futtaim ACE Hardware, and a planned expansion at Cairo Festival City Mall, in New Cairo