Al Wasl Season — One Destination, Every Celebration

Expo City wrapped its year of public events into one branded season under the line 'One Destination, Every Celebration', spanning House of Arts, Dhai Dubai, the Festival of Cake, Winter City, Hai Ramadan, the Harvest Festivals and the Firdaus Orchestra. Dubai Post, part of Dubai Media, was signed as official digital media partner to produce the social storytelling around it.

The brief

Dubai residents and visitors, for Expo City's year-round calendar of community events.

The idea

Expo City bundled its arts, cake, Christmas, Ramadan and harvest festivals and Firdaus Orchestra shows into one branded season, with Dubai Post covering it as digital media partner.

What to borrow

Packaging scattered events under one season name gives a venue a single brand to promote all year.