To create the branding and communication campaign for the Dubai Food Festival, an expansive across-the-city experience that will host the Dubai Food Fiesta, Gulfood and Taste of Dubai under its banner – along with various themed activities and competitions which will run on a city-wide platform.
The objective is to develop a campaign which will be scalable and promoted at an international level once it has been successful in the local market during the first year.
About the Festival
Spread over 21 days, the event will include various categories catering to the different levels of culinary offerings in the city, thereby appealing to the different kinds of food enthusiasts.
Historically, the individual events were targeting specific audience segments. This year, with the expansion including additional events and activities, the festival targets a wider audience which would be every food-lover in the city. It is important that the campaign is comprehensive and is seen as a big event in the branding and communication.