Emaar Retail said it is setting in motion a new trend in marketing, whereby the focus is not only on offering viable platforms but also in promoting long-term customer engagement for the partner brands.

A premium leisure and entertainment provider in the Middle East region, Emaar Retail has built a strong partnership network of global and regional corporates and institutions through its leisure and entertainment components in The Dubai Mall and Dubai Marina Mall in the past 24 months.

“In today’s dynamic and fast-changing market environment, it is imperative for businesses to effectively diversify their marketing channels and identify opportunities that assure outreach to a definitive audience,” said Arif Amiri, chief executive officer, Emaar Retail.

“As a key business hub in the region, Dubai is also at the forefront of innovative marketing initiatives, and Emaar Retail is scaling up the opportunities through a very innovative approach where the focus is long-term customer engagement,” he noted.

The marketing platforms offered by Emaar Retail have the distinct advantage of being associated with globally renowned and iconic attractions, and cover the broad spectrum of branding requirements. These include mega display walls to maximise ‘eyeball marketing’ as well as unique customer engagement opportunities.

Having hosted more than 6.5 million visitors at its leisure destinations, Emaar Retail has already joined hands with leading brands such as Emirates, Samsung, Coca Cola, General Motors, Emirates NBD, P&G, Enoc, Standard Chartered, du and Visa, among other top 100 global brands.

Emaar Retail is offering brand building and marketing opportunities for its partners primarily through KidZania, the first and only one of its kind, award-winning children’s edutainment centre in the region.

Over 40 of the world’s leading brands and the region’s premier organizations have partnered with KidZania leveraging the outreach potential it offers, he added.

Businesses can also draw on the marketing potential offered by Sega Republic, the largest of its kind indoor theme park; Reel Cinemas, the premier megaplex; Dubai Ice Rink, the Olympic sized ice rink and Dubai Aquarium & Underwater Zoo.

“Emaar Retail’s diverse leisure and entertainment components at The Dubai Mall and Dubai Marina Mall are perfect vehicles for further strengthening brand building strategy by offering the unique and unprecedented opportunity to connect with thousands of customers,” said Amiri.

“Welcoming more than 40 million visitors in its first year of operation, The Dubai Mall, for example, offers the best platform for ‘eyeball marketing’ and effective customer outreach through tailored programmes.”

“For the partners, the association is even more prestigious as they are being part of an iconic destination frequented and talked about by visitors from all over the world,” he added.

Emirates NBD, the region’s leading financial organisation, for example, utilises the opportunity offered by Dubai Aquarium & Underwater Zoo at The Dubai Mall – which attracted more than one million paid visitors in less than six months of its opening.

Emirates NBD strengthened its branding through large displays at the white wall at Dubai Aquarium in addition to offering the bank’s cardholders several exclusive discounts for the Aquarium’s walkthrough tunnel experience, said Amiri.

In another key partnership, Emaar Retail has joined hands with global financial major Standard Chartered Bank to offer an extensive range of initiatives for the Bank’s customers at Dubai Ice Rink and Reel Cinemas in The Dubai Mall.

“Emaar Retail’s leisure and entertainment experiences host several thousand visitors every day, making them among the most popular destinations in the region,” said Amiri.

“Brand building is not only about visibility but also about reaching the right audience through the right channel in the right manner. Emaar Retail’s leisure and entertainment portfolio fits business needs, and is the newest trendsetting medium for successful marketing outreach,” he added.