Spend & Win Summer Campaign Shurooq 2024

Campaign Goal:
Drive foot traffic and tourism to Shurooq's four key destinations: Al Majaz Waterfront, Al Qasba, Al Heerah Beach, and Khorfakkan Beach, during the summer season.

Challenge:
Generate excitement for summer tourism in Sharjah during a competitive travel season.
Motivate residents and visitors to explore all four destinations.
Develop a seamless user experience across various touchpoints.

Solution:
ICON, a marketing agency, partnered with Shurooq to create a multi-channel summer campaign dubbed "Make it BIG!!" The campaign aimed to capture attention, simplify visitor engagement, and incentivize exploration of all four destinations.

Campaign Elements:
Eye-Catching Video: A vibrant summer video showcasing the stunning locations, exciting activities, and family-friendly atmosphere of Shurooq's destinations.
Smooth Landing Page: A user-friendly landing page providing clear information about the campaign, entry rules, and details about each destination.
TV Commercial: A captivating TV commercial reaching a wider audience and amplifying the campaign message.
Key Visuals and Digital Banners: Eye-catching visuals used across various digital platforms to maintain brand presence and drive traffic.

Engagement Mechanism:
Simple Entry: Visitors who spend at least 50 AED at any of the four destinations become eligible for a grand prize draw. This lowered the barrier to entry and encouraged exploration.
Digital and Offline Integration: The campaign seamlessly blended online and offline touchpoints, providing a cohesive user experience.

Results:
Increased foot traffic to Shurooq destinations during the summer season.
Enhanced brand awareness for Shurooq and its tourism offerings.
Positive engagement on social media channels.
Increased website traffic to the landing page.

Key Takeaways:
Integrating eye-catching visuals, clear messaging, and a user-friendly platform creates a compelling campaign.
Lowering entry barriers encourages broader participation and exploration.
Seamless integration of online and offline channels provides a cohesive user journey.