Elevating an Emirate's key attraction

Zaman’s creativity helped put Al Qasba, a dynamic cultural destination based in Sharjah, on the radar of UAE residents and tour operators creating itineraries for the country’s influx of international visitors. Inspired by its unique cultural activities calendar and family-fun attractions, including the region’s tallest observatory wheel, the awareness campaign sought to differentiate Al Qasba from its neighbouring emirate, Dubai’s, entertainment norm.

Marketing diverse cultural pursuits

Zaman actively developed strategies to raise the profile of Al Qasba’s diverse range of cultural attractions. It promoted a fusion of music by world-class performers and a film festival that boasted ‘meet the director’ opportunities. Micro websites provided details for each event, while marketing collateral, such as tickets, location literature and environments, were designed to give the brand identity consistency, depth and a sense
of permanence.

Promotion with refreshing appeal

Zaman orchestrated a strategy to refresh Al Qasba’s corporate literature as well as an evening celebration to mark its first year anniversary. A campaign was also managed to gain support from the region’s tourism trade and encourage further promotion of the brand. Al Qasba is now a popular choice for residents and tourists alike and strengthens Sharjah’s ambition of becoming a leading cultural hub.

Launching cultural fusion

The ‘Taste the Fusion’ campaign launched a programme of advertising and marketing activity that highlighted the destinations blend of cultural and cuisine attractions. Aimed at visitors from all target groups it used alluring print and outdoor ads to attract attention and raise awareness, while newspaper inserts offered discounts, elevating the potential for exploration and trial visits.

“We introduced an outdoor ad campaign that was implemented in a heavy traffic area to tempt motorists to explore Al Qasba’s delightful fusion of cultural activities and cuisine.” Grace Yacoub, CEO and Founder, Zaman