Page 58 - July 2021

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7 7. RLI Most InnovAtIve MARketIng cAMPAIgn
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3 6 0 c u R b s I d e d I n e - I n , k u w A I t
360 cuRbsIde dIne-In, kuwAIt
When they first started implementing the idea of the 360 Car
Dine-in Tamdeen Group involved their IT team to create a portal
which F&B investors could upload their menus on and customers
would then be able to place their orders to ensure a full contactless
experience. They started calling their F&B investors and onboarding
them. They were all excited about the idea and many recommended
that they partner with V-Thru, a start-up application that was recently
launched by young Kuwaiti entrepreneurs to promote drive-thru in
different restaurants around Kuwait.
s t A R L I n k , Q A t A R
stARLInk, QAtAR
Starlink hosted the Apple Keynote Speech releasing the new
iPhone 12 Models – the most awaited Technology Event of the
Year at Katara and only had 5 Days to Plan it! The event, which
could be viewed as one of the first and most successful events since
the COVID-19 Lockdown in Qatar, featured A Drive-Through
Experience: people in the event were encouraged to remain in their
cars as Live Cultural Music and Lights shows filled the air and Food
Trucks availed to serve their needs.
the bouLevARd: outLet
t h e b o u L e v A R d : o u t L e t
shoPPIng, bAnbRIdge, noRtheRn
s h o P P I n g , b A n b R I d g e , n o R t h e R n
I R e L A n d
IReLAnd
While the marketing strategy defined that high value footfall was
The Boulevard’s most direct route to growth, it remained important
to nevertheless maintain awareness, maximise penetration and retain
a positive impression in the core catchment of local shoppers so a
provision was made to maintain an exciting programme of on-site
events to drive local footfall and attract shoppers visiting the Tesco
adjacent to the outlet. Playing to the affluent city audiences, the
decision was made to play on the accessibility of an outdoor scheme
including free parking without compromising on choice or style.
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The Winter Wonderland campaign aimed to create memorable
experiences and moments around the festive season by exploring an
innovative and safe way of engaging the wider community during a year
filled with challenges and an ongoing pandemic. Of key importance
was understanding the consumer mindset, and how to meet their
needs amidst ongoing restrictions. Observation and research at the
time indicated that while people were still very cautious, there was
a growing desire to seek meaningful experiences outside the home.
58 Retail & leisuRe inteRnational JulY 2021