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.