Week of 18 May 2026
6 campaigns dated this week, confirmed rows only. Most sponsorships are announced with a season, not a day, so they sit on their property pages rather than in a week.
6 campaigns
Experiential · 18 May 2026
A month-long exhibition on the mall's Canal floor showing eight garments by Qatari designers interpreting the classical Arabic text Maqamat al-Hariri, hosted with Qatar National Library's Qatar Reads under its One Book, One Doha annual campaign.
Festive · 18 May 2026
For the first time since Season 18, thirteen years earlier, Global Village stayed open through Eid Al Adha, dressing the park in festive lighting and Eid ornaments and running the Al Mandoos live game show on the Main Stage with presenter Abdulla Esmaeel.
Talent: Abdulla Esmaeel.
Digital/social · 18 May 2026
A branded Fortnite map aimed at Saudi gamers aged 16 to 30, rolled out with Fortnite creator livestreams, in-game discovery, Almarai's own social channels and Saudi Gamer. Success was measured on game visits, unique players, playtime and repeat visitation rather than reach.
Agency: Webedia Arabia.
Festive · 21 May 2026
An Eid Al Adha programme running across Dubai Festival City Mall and Festival Plaza and built on Emirati characters and live performance: mascots from the animated series Freej roaming the mall, traditional Emirati performers at Festival Square, appearances by the Dubai mascots Modhesh and Dana, a weekend mascot parade drawn from participating retailers, and a 20X points offer on the BLUE loyalty app for shoppers who scanned their receipts.
Integrated campaign · 22 May 2026
A global loyalty campaign running from 21 May to 31 August 2026 offering Skywards members bonus Skywards Miles and Tier Miles, doubled Cash plus Miles savings across the Emirates and flydubai networks, partner reward flight offers and accelerated earning with hotel, car rental and lifestyle partners.
Integrated campaign · 22 May 2026
Brand campaign built on AI-generated versions of real agents from partner agencies who hold Bayut's TruBroker badge. It was conceptualised, developed and produced entirely in-house with AI used through the production pipeline, positioning the recognised brokers as the trustworthy way into a property search.