Background
Momentum has worked with MARS GCC for over 25 years in the region, across many of their brands on a variety of briefs; including Public Affairs, CSR, Events and the management of all their legal Arabic packaging translations for the MENA region.
As the world’s leading manufacturer of pet food, MARS GCC hosts the Dubai Pet show through its PEDIGREE® and WHISKAS® brands. The event is widely regarded as one Dubai’s leading family orientated events attracting thousands of visitors and has become an institution on Dubai’s busy calendar and is designed to appeal to families of all nationalities and pet owners alike.
Having organized the first 13 shows Momentum recently won the pitch to event manage the 2009 show, with the objective of establishing a new venue, increasing revenue generation and taking the event to another level audience participation and entertainment.
Scope
• To establish a platform from which to
promote responsible pet care
• To promote the various benefits of
pet ownership
• To create an event to provide family
entertainment with family values
• To find a suitable venue
• Source legal permissions
• To identify contractors and obtain third
party costs
• Manage the budget/costs related to the event
• Appoint caterers
• Manage all contractors for set-up and
break-down of the event
• To effectively manage all exhibiters and
volunteers
• Liaise with all the Government bodies
taking part in the event
• Facilitate all operations, logistics and storage
requirements
Results
• Momentum delivered a very successful event
and achieved the target goals set by the client
• Positive audience feedback
Successfully introduce entrance fees
• Established a new city centre venue at Dubai
Festival City improving accessibility to Sharjah
and Diera visitors
• Momentum brought the event in on budget
with upwards of 20,000 visitors
• The objective of successfully moving the show
to a new venue without changing its
‘personality’ was achieved.
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