Emirates Neon wins biggest ever DSF outdoor advertising deal

Emirates Outdoor, a division of Emirates Neon has been awarded the contract for the biggest ever UAE-focused Dubai Shopping Festival outdoor advertising campaign.

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By  David Cass Published  November 24, 2002

Emirates Outdoor, a division of Emirates Neon - the UAE’s signage and outdoor advertising market pace setter - has been awarded the contract for the biggest ever UAE-focused Dubai Shopping Festival outdoor advertising campaign.

The campaign begins two weeks before the month-long festival kicks off on January 15 and will centre on billboards across the UAE, Dubai Municipality buses, bridges in Dubai, Megacoms as well as Emirates Neon’s strategically located LED screens. There will also be advertising at a number of temporary sites dedicated to the event.

“Our Dubai Shopping Festival strategy is two pronged. The billboards, along with the Megacoms, will be used to bring people into Dubai from all over the Emirates. The buses, bridges and electronic screens will then inform people about the festival’s various sponsors and events,” said Rehan Merchant, Executive Director, Emirates Neon.

“In addition to DSF itself, we have been flooded with bookings for the festival period from both multinationals and local retailers. As the event approaches we expect all locations to be fully booked.”

A key component of next year’s DSF advertising campaign will be the use of full and partial bus wraps, introduced to the UAE by Emirates Neon earlier this year.

“After seeing the impact of the buses during Dubai Summer Surprises, we are thoroughly convinced of the effectiveness of the medium,” said Merchant. “We will have 40 buses moving around the city each day, ensuring maximum exposure in the run up to and during the shopping festival.”

Picture caption: Rehan Merchant (right) with Ibrahim Abdul Rahim, Events and Projects Director, Dubai Shopping Festival.

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