1. Jeddah Shopping Festival
March 2010

2. [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

3. [QUALITY OF LIFE]
Water
Roads
and
Transportation
Sewage system
Electricity
Neighborhood Cleanliness
Street lights Public gardens Empty lands
Crimes Constructions permits and houses
Middle East & Africa 2008

4. [FACTS]
Population 1425 (2004) 2,821,371
Population 1428 (2007) 3,400,000
Growth Rate (World Bank) 2.35%
Age distribution
15 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

5. [FACTS]
Source: MAS Tourism Information and research centre

6. [FACTS]
Purpose of Visit
Type Hajj Umra Heritage/ Sea Shopping/
culture modern culture
High Value
KSA/GCC (40%) x x
Western (60%) x
Mid Range
KSA x x x
Other GCC/Arab x x x
Muslim non-Arab x x x
Low Value
Other Arab x
Muslim non-Arab x
Source: MAS Tourism Information and research centre

7. [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 over
Domestic 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 to
Rest of the Saudi Arabia, this market share may change over the long-term.
World

8. [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 package
3. 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

9. [ADJUSTMENT]
Existing
1. Sea and related activities
2. Disorganized Draws and Discounts
3. Disorganized and monotonous
Suggestion
1. Sophistication and Diversification
2. Packages

10. [TARGET]

11. Kids
(3-14)
Adults Millenials
(26-50) 15- 25
Mainly focus in Domestic and GCC Market
High income to Middle income group

12. [WHERE DO WE WANT TO GO]

13. 1. Enlarge the potential market
2. Increase the tourists arrivals
3. Extend the length of stay
4. Themed festivals: this year’s theme is
“we are all Jeddah”
– donate to the victims of the recent floods
5. Making more indoor activities

14. [STRATEGY]

15. 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.

16. [CREATIVE PROCESS]
Disturb Engage Maintain Sustain
Shock 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 communicate
and make obvious marker, as well as different angles of
that 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

17. [PACKAGES]
This package enables
you to take care about This package enables
A more specific your well-being; you to look into
discount tactic; a real Relaxing your body present and the past; Exclusively Available
professional and and your mind… Finding out unseen in Beginning week
customized service…
mystery… inside malls or rented
Promoting spas, body halls in hotels
A map provided with
care programmes, etc. Galleries, museums,
red or blue colour
theatre and other Saudi Designers and
sticker on registered
shows inside malls or brands like:
shops Other gateway rented halls in hotels Yahya Al-Bishri
promotion can be: Lomar
i.e. Discount of 30% on Handcrafted objects Other attractions can Noon T-shirts
cheap products (red day be: Etc..
sticker); 15% on
Colourful textiles day Songs and folklore
branded products.
Local produce and Poetry and literature
cuisine day
SHOPPING ADVANTGES GATWAY PACKAGE TREASURE PACKAGE FASHION PACKAGE

18. [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.

19. [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…

20. [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

21. [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

22. [GAME 3 – HUMAN DOMINOS]
• This game will be in malls – and can
be sponsored by brands

23. [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

24. [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

25. [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

26. [ACTIVATIONS – COMPUTER GAMING FREAKS]
A Jeddah wide gaming
competition under the platform
of…
JEDDAH CYBER
CHAMPIONSHIP

27. [THE GAMING PLATFORM]

28. [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…

29. [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

30. [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.

31. [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

32. [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

33. [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

34. [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

35. [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
Event
Managem 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…

36. [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.

37. [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

38. [SOCIAL IMPACT]
Become a hallmark event
Like 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

39. [PROMOTION]
Domestic Airports
Mobile Transportation
Internet (Facebook, Twitter, Google Adwords)
Website
Viral Marketing and/or advergaming
Outdoor
Ambient
TV
Radio

40. [THANK YOU]