[INTRODUCTION]• Historically gateway to the Two Holy Cities and an international tourist destination• Jeddah has a unique and valuable natural and cultural heritage assets, including the coastline and Al Balad• The Red Sea is Jeddah’s greatest assets and is a resource that would be the envy of most cities
[QUALITY OF LIFE] Water Roads and Transportation Sewage system Electricity Neighborhood CleanlinessStreet lights Public gardens Empty landsCrimes Constructions permits and houses Middle East & Africa 2008
[FACTS]Population 1425 (2004) 2,821,371Population 1428 (2007) 3,400,000Growth Rate (World Bank) 2.35%Age distribution15 years of age and under 40%19 years of age and under 49%15 to 64 years of age 57%65 years of age and over 3%Source: MAS Tourism Information and research centre
[FACTS]Source: MAS Tourism Information and research centre
[FACTS] Purpose of VisitType Hajj Umra Heritage/ Sea Shopping/ culture modern cultureHigh ValueKSA/GCC (40%) x xWestern (60%) xMid RangeKSA x x xOther GCC/Arab x x xMuslim non-Arab x x xLow ValueOther Arab xMuslim non-Arab xSource: MAS Tourism Information and research centre
[IN A NUTSHELL] •Jeddah is the Saudi city most visited by domestic tourists, and the top destination in KSA for leisure and shopping. Domestic visitors primarily visit Jeddah for leisure purposes or to visit friends and relatives; these markets are of mid-high range value. Outside of Al Riyadh, Jeddah is the most visited city for business and conference purposes. Given current trends, over 90 per cent of tourism to Jeddah is expected to come from the domestic market overDomestic the next 20 years. •International visitors from GCC and other Islamic nations primarily visit Saudi Arabia for religious reasons. Over six million people visited KSA in 1427 (2007) for religious purposes. Jeddah benefits little from religious tourism,as pilgrims often transfer directly from the airport terminal onto buses for Makkah or Madinah. Of those who do visit Jeddah, it is estimated that over half of all visitors stay with relatives and friends, whereas only 13 per cent stay in GCC and hotels and 22 per cent in furnished apartments. The individuals in this market are generally of low to mid-end value. However, given the volume of tourists in this market, if Jeddah could unlock some of this tourist potential Islamic and smoothen the seasonality of visitation over Hajj and Umrah, it could draw significant economic benefit. •International tourism from visitors outside of the GCC or Islamic nations comprises a very small but growing part of Saudi Arabia’s tourist market. Given new national policies allowing increasing numbers of non-Islamic visitors toRest of the Saudi Arabia, this market share may change over the long-term. World
[OBJECTIVES FOR 2010 Festival]1. transform Jeddah from a gateway and transit point to a destination in its own right.2. Provide visitors with easy, fast and convenient access to, within and around the city. Maps showing the events and activities so everyone can choose their own daily package3. Communicating a unique brand for Jeddah as a welcoming and enjoyable place to visit.4. Reminding the public that Jeddah didn’t forget the victims of the flood and Jeddah came out of it more stronger and more determined to change.5. Shopping Festival showcasing & consolidating the image
[ADJUSTMENT]Existing1. Sea and related activities2. Disorganized Draws and Discounts3. Disorganized and monotonousSuggestion1. Sophistication and Diversification2. Packages
1. Enlarge the potential market2. Increase the tourists arrivals3. Extend the length of stay4. Themed festivals: this year’s theme is“we are all Jeddah” – donate to the victims of the recent floods5. Making more indoor activities
1. Introducing a series of new themed weeks, thus building on the large number of tourists coming into Jeddah for the summer fiesta and making it a truly unique experience for the entire family.2. Other part of the strategy would be to have an in-bound tourists fund, a massive campaign benefiting nonprofit organizations around Jeddah.
[CREATIVE PROCESS] Disturb Engage Maintain SustainShock the people , Get people This is important in Consistent efforts in order to break engaged in variety order to maintain a of involvement through the clutter of activities and certain level of and sustainment in quickly, gain themed weeks and awareness and order to people attention, activations buzz on the communicateand make obvious marker, as well as different angles ofthat we have some targeting a more the festival (i.e. the very important mature audience victims of the information for flood). As the them campaign advance so will the messages
[PACKAGES] This package enables you to take care about This package enablesA more specific your well-being; you to look intodiscount tactic; a real Relaxing your body present and the past; Exclusively Availableprofessional and and your mind… Finding out unseen in Beginning weekcustomized service… mystery… inside malls or rented Promoting spas, body halls in hotelsA map provided with care programmes, etc. Galleries, museums,red or blue colour theatre and other Saudi Designers andsticker on registered shows inside malls or brands like:shops Other gateway rented halls in hotels Yahya Al-Bishri promotion can be: Lomari.e. Discount of 30% on Handcrafted objects Other attractions can Noon T-shirtscheap products (red day be: Etc..sticker); 15% on Colourful textiles day Songs and folklorebranded products. Local produce and Poetry and literature cuisine daySHOPPING ADVANTGES GATWAY PACKAGE TREASURE PACKAGE FASHION PACKAGE
[GRAND LUCKY DRAW]• We will have 6 different grand lucky draws starting promoting after the 1st week.• We will have 5 in mall and one will be sponsored by Saudi Airlines.• Malls can be : (Red sea, Mall of Arabia, Andalus, Aziz, Tahlia) and each mall has different prize. Example, luxury cars, Gold, House decoration. Coupons upon purchasing.• Draws can be done every 10 days or 2 weeks until the end of the festival for 1 – 3 winners per draw each.• Saudi Airlines: Air sales get you coupons and you can enter a draw for a grand prize. The prize will be showcased in the airport.
[ACTIVATIONS – THEME PARK] Targeting Kids and Adults• The park will have various unusual and out of the box games…• Will bring out the fun and freedom of the common man…• Allows everyone to participate• Let everyone laugh their heart out• The games are inspiration from the Japanese world of unexpected overtly Fun Entertainment…
[GAME 1 – HUMAN TETRIS]• The game is all about adjusting yourself in a walls shape which approaches towards you…• Spontaneous Reaction but Extremely Funny…• Anyone can do it…• Not harmful and extreme contagious FUN…• This game will be in malls – and can be sponsored by brands
[GAME 2 – HUMAN PACMAN]• It’s the idea of Pacman from the days…• Creating a small area and shaping it in a form of maze…• Pacman costume• Contagious Fun• This game will be in malls – and can be sponsored by brands
[GAME 3 – HUMAN DOMINOS]• This game will be in malls – and can be sponsored by brands
[GAME 4 – HUMAN BOWLING]• A giant Ball, where a Human can be placed inside…• The person has to roll the ball towards the pins…• The pins will be people as well, which will move away from the ball as it will approach.• Complete fun…• This game will be in malls – and can be sponsored by brands
[GAME 5 – PAINT THE WALL]• This is basically not a game but a simple of expression of oneself on a certain area of the wall…• They will be given one try in a form of paint bucket… and would have to splash it on the wall…• The wall will be recognized as the consumer expression of having fun• This game will be in malls – and can be sponsored by brands
[ACTIVATIONS – COMPUTER GAMING FREAKS] Targeting Millenials Something to compliment their challenges They need certain exposure to unleash their passion Something to let them feel that their efforts & time have not gone wasted
[ACTIVATIONS – COMPUTER GAMING FREAKS] A Jeddah wide gaming competition under the platform of… JEDDAH CYBER CHAMPIONSHIP
[THE GAMING PLATFORM]• The idea is to have some festivities around the competition as well to create some interaction between the normal people as well…• Winners will be awarded the Jeddah Festival championship plus cash rewards…
[MECHANICS – STAGE 1]• Introduce the World Cyber Gaming Event as the dream event for any gaming lover…• Create large scale 360 awareness to drive interest.• Initiate PR campaigns as well as instore exhibits at main malls• A road to show to create hype around Establish the Massive PR events event Awareness Personality
[MECHANICS – STAGE 2]• After the awareness about the activity… a need to drive competitive side of target market.• Engage them at different touch points to drive participation• For this we introduce a full fledged MOBILE GAMING BUS fully equipped with LAN networks and computers.
[MECHANICS – STAGE 2]• The kids and the participants will be given around 5 min to compete… winners to qualify for next round…• The mobile bus will roam around the city in a form of Gaming Caravan to create hype as well• Will have a single bus Engage Large scale World of mouth participation event
[MECHANICS – STAGE 3]• The qualifiers from the first round will be promoted to the next level, which will be a more intense…• Serious gamers & frequent visitors to the gaming area will be given a chance as well in the competition
[MECHANICS – STAGE 3]• There are 3 forms of games i.e. racing, strategy & action…• A day will be allocated per game and will continue for at-least 2 weeks to adjust different participants from stage 1.• This level will ensure at least 20 gamers per game to compete at the Finals Real Competition
[MECHANICS – STAGE 4]• Finals will be held in one mega mall with a large screen and full length LAN computers.• The players will be given flexibility of around 5 – 6 hours after 6pm till 11pm for the competition.• 3 days of Championship…• Winners will be awarded with certain gifts and trophies. Intense Competition
[MECHANICS – GRASS ROOT GAMING ACTIVATION]ATL Support Massive campaign on the activation awareness… i.e. Jeddah Cyber Gaming Event… Chance for you to become the champion and the local hero EventManagem Ground level awareness with effective people engagement in-store and outdoor to ent understand the bigness of the gaming idea… and the festive season Gaming There will be different stages for the people to compete in the gaming activity… level Comp. 1 would be a mass level activity engaging people for shorter game duration, hence qualifying for the next stages… BTL Support Inshore gaming booths… gaming mega displays… POP material…etc. Online News Flash on the website… registration online for gaming sessions… info on the Support event and games played for idea…
[NGO’S]• After the end of the festival the fund from malls/ sponsors will be dedicated to flood victims (certain %).• In the duration of the festival NGO’s can promote their organizations in malls free of charge, and can do some activities inside malls to educate the public about volunteer work.• NGO’s will get free Publicity and will be highlighted in the campaign materials.
[STAR ENDOURCMENT FOR NGO’S]• Concept: • Tie up with a celebrity that is originally “Jeddawi” who will endorse the campaign. Increase hype and interest /participation of the festival.• Mechanics: • Identify most famous star/celebrity amongst TG. • Build speaker/ appearance program for celebrity for maximum TG (community & media) exposure. • Celebrity to make lectures, workshops etc. to introduce the volunteer work• Media angles: • Jeddah star making a workshop on volunteering. • Star helps neighborhood residents to clean up his childhood neighborhood.• Outcome: • Media: • TV + Print coverage • Community: • Hype, WOM and buzz with target audience Ali Maghraby Ibrahim al Hakamy Talal Salamah Youssef AlGarah Ahmed Shogari
[SOCIAL IMPACT]Become a hallmark eventLike the Dubai Shopping Festival (DSF) or Dubai Summer Surprises (DSS)“Serve to strengthen social bonds as well as to spread enjoyment around”(Shone & Parry, 2004)Locals to participate Enjoy buying and joining the activities Provide a chance for more social activities