DUBAI WORLD CUP - FAMILY STYLE
| Brand | DUBAI MEDIA INCORPORATED |
| Product/Service | TV STATIONS |
| Entrant | INITIATIVE Dubai, UNITED ARAB EMIRATES |
| Category | Integrated Campaigns Led by Outdoor |
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Media Agency 2
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INITIATIVE Dubai, UNITED ARAB EMIRATES
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Entrant Company
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INITIATIVE Dubai, UNITED ARAB EMIRATES
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Media Agency
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INITIATIVE Dubai, UNITED ARAB EMIRATES
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Execution
The Dubai World Cup is the premiere horsing racing event of the year. And also the biggest party! The elite event excludes most of Dubai’s residents, particularly families. Dubai Racing Channel wanted to extend the experience and drive viewership of the races.
We built a 2 day viewing venue at Jumeirah Beach and invited families using social media #DRWorldCup to view the races on a larger than life screen, including pony rides, photo booths, and information on jockeys and horses.
Dubai Racing Channel viewership increased 58% vs. previous year.
1,200 attended the live viewing event