Summer Fest 2023
A summer season running 24 June to 30 September built around a life-sized dinosaur walkthrough, character parades and an Eid Al Adha souq with henna artists and Khaleeji, Bollywood and African performers. The headline tie-up was with PUBG MOBILE, whose Dinoground update gave players ticket discounts and in-park lounges.
- The brief
- Families and visitors in the UAE looking for summer and Eid outings.
- The idea
- From June to September the park added a walk-through of life-sized dinosaurs, character parades and an Eid souq, plus a PUBG MOBILE tie-up giving players cheaper tickets and lounges in the park.
- What to borrow
- A gaming tie-up that rewards players in both the game and the park links a physical venue to a digital fan base.
| Brand | IMG Worlds of Adventure |
|---|---|
| Agency | Not named on the source |
| Talent | Not named |
| Channels | on-ground, digital, in-store |
| Source | Gulf News |
Case studies like this
Campaigns from other brands that did something close, matched on what each one actually did.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Global Village | Eid Al Adha at Global VillageFestive · 18 May 2026 | Festive | – | 18 May 2026 |
| Dubai Festival City Mall | Eid Al Adha 2026 at Dubai Festival City MallFestive · 21 May 2026 | Festive | – | 21 May 2026 |
| Centrepoint | Ramadan In BloomFestive · 27 Mar 2023 | Festive | – | 27 Mar 2023 |
| Dalma Mall | Tales & TreatsExperiential · 25 Dec 2024 | Experiential | – | 25 Dec 2024 |
| National Bank of Bahrain | Eidiya new banknotes 2026Festive · 17 Mar 2026 | Festive | – | 17 Mar 2026 |
| Al Wahda Mall | Winter Shopping Festival and New Year 2025 countdownFestive · 31 Dec 2024 | Festive | – | 31 Dec 2024 |
What other media & entertainment brands ran
The latest confirmed campaigns from the rest of the category, Gulf.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Ski Dubai | Ice Warrior Challenge 2026 (17th edition)Experiential · 8 Sep 2026 | Experiential | – | 8 Sep 2026 |
| Yas Island | Kryptonite Collider cinema takeoverExperiential · 1 Sep 2026 | Experiential | Momentum Worldwide | 1 Sep 2026 |
| Channel 4 FM | Junior RJ Hunt – The Voice of TomorrowExperiential · 1 Sep 2026 | Experiential | – | 1 Sep 2026 |
| VOX Cinemas | Filmy FeverIntegrated campaign · 17 Aug 2026 | Integrated campaign | – | 17 Aug 2026 |
| Gulf News | UAE Summer Road Safety Campaign 2026Purpose · 22 Jul 2026 | Purpose | – | 22 Jul 2026 |
| Yas Island | The Answer is YasIntegrated campaign · 20 Jun 2026 | Integrated campaign | – | 20 Jun 2026 |
| beIN Sports | TOD x talabat FIFA World Cup 2026 subscription offerIntegrated campaign · 19 Jun 2026 | Integrated campaign | – | 19 Jun 2026 |
| Global Village | Eid Al Adha at Global VillageFestive · 18 May 2026 | Festive | – | 18 May 2026 |
