Sharjah Expo Case Study

Multi-Event Ad Campaigns  ·  Meta  ·  Google  ·  YouTube  ·  TikTok  ·  Snapchat  ·  GCC

About Sharjah Expo

Sharjah Expo Centre, one of the region’s premier exhibition and events destinations, partnered with us to drive attendance and awareness for a series of major events across its annual calendar. From luxury consumer shows to international trade exhibitions, Sharjah Expo’s portfolio spans diverse audiences  and each event required its own campaign strategy to cut through and convert.

We built and managed comprehensive paid advertising campaigns for multiple events across the years, running across six platforms  Meta, YouTube, Google Search, Google Display, TikTok, and Snapchat and targeting audiences across the UAE, KSA, and the broader GCC. The objective was consistent across every event: put it in front of the right people, in the right markets, and drive them through the door.

The Challenge

Running effective event promotion campaigns across a diverse portfolio spanning luxury consumer shows and B2B industrial trade events across multiple GCC markets simultaneously presented a distinct set of challenges:

Events

Each event attracted a fundamentally different audience luxury consumers and jewellery buyers for Jewel of Emirates and the Watch & Jewellery Show, fragrance enthusiasts for Perfume of Emirates, and steel fabrication industry professionals for Steelfab requiring entirely separate campaign strategies, creative approaches, and targeting parameters

Reaching

Reaching audiences across three distinct markets UAE, KSA, and the wider GCC each with different platform preferences, cultural nuances, and event attendance behaviours

Operating

Operating across six platforms simultaneously, each with its own ad format requirements, audience tools, and optimisation logic multiplied across multiple events running at different times of year

Generating

Generating genuine attendance intent rather than passive awareness converting reach and impressions into ticket purchases, registrations, and show-floor footfall

Managing campaign

Managing campaign timelines precisely around each event’s promotional window, ensuring spend was front-loaded appropriately and campaigns peaked at the highest-impact moment before each show opened

Our Approach

We treated every event as its own campaign building a dedicated strategy, audience architecture, and creative approach for each show rather than running a generic Sharjah Expo template across all of them. The consumer luxury events required one voice; the trade and industrial shows required another entirely.

Across all events, we ran a consistent campaign structure: building awareness and anticipation early, intensifying spend as the event approached, and targeting the most relevant audiences in each GCC market through the platform mix most likely to reach them effectively.

THE EVENTS

Jewel of Emirates

Luxury jewellery & gemstone exhibition

Watch & Jewellery Show

Premium timepieces & jewellery trade show

Perfume of Emirates

Regional fragrance & oud exhibition

Steelfab

International steel fabrication trade show

The Process

We executed dedicated, full-funnel paid campaigns for each event across six platforms and three markets:

01

|

Event-Specific Campaign Strategy

  • Built individual campaign architectures for each event distinct audience segments, creative briefs, messaging angles, and platform allocations tailored to the specific show and its target visitor profile
  • Developed consumer-facing campaigns for Jewel of Emirates, the Watch & Jewellery Show, and Perfume of Emirates reaching luxury shoppers, jewellery enthusiasts, fragrance collectors, and gift buyers across the GCC through lifestyle-led creative and interest-based targeting
  • Built a B2B-oriented campaign strategy for Steelfab targeting industry professionals, procurement decision-makers, steel fabricators, and construction sector buyers across UAE, KSA, and GCC markets through professional interest targeting and search-intent capture
  • Aligned campaign creative and messaging to the cultural identity of each event leaning into regional heritage for Perfume of Emirates, luxury positioning for the jewellery shows, and industrial authority for Steelfab
02

|

Platform Execution

  • Ran Meta campaigns across Facebook and Instagram for all events using video, carousel, and static formats to build awareness and drive registration and footfall across consumer and professional audiences in the UAE, KSA, and GCC
  • Deployed YouTube in-stream and bumper ads to build event anticipation with visual storytelling, placing event promotion in front of relevant audiences consuming regional lifestyle, luxury, and industry content
  • Built Google Search campaigns to capture active intent reaching users already searching for the events, related shows, and industry exhibitions and converting that intent into attendance
  • Extended reach through Google Display, placing event creative across relevant websites and content platforms frequented by target audiences throughout the GCC
  • Ran TikTok campaigns for consumer-facing events Jewel of Emirates, the Watch & Jewellery Show, and Perfume of Emirates reaching younger, digitally native audiences across the GCC who respond to visually rich, native-format event content
  • Leveraged Snapchat’s strong penetration across KSA and the GCC to reach regional audiences, particularly for consumer shows where the platform’s lifestyle-oriented audience aligned closely with event visitor profiles
03

|

GCC Market Targeting

 

  • Structured campaigns with market-specific targeting for UAE, KSA, and broader GCC audiences adapting creative language, platform weighting, and spend allocation to reflect each market’s size, audience behaviour, and proximity to the Sharjah venue
  • Prioritised UAE audiences for high-frequency, proximity-driven attendance campaigns, while targeting KSA and wider GCC audiences with earlier, broader awareness campaigns to drive inter-regional travel and attendance
  • Monitored performance by market throughout each campaign, shifting budget toward the geographies delivering the strongest attendance intent and cost-per-result

The Results

| ADS

4.8x

Increase in Event Registrations

36%-

Cost per Registration

2.9x

Increase in Attendance YoY

Get in Touch

 

Fill in your details below

Contact Form NEW

Other Players in the Market: dwtc, dubaiexhibitioncentre

Agency Profile

agency profile

Fill in The Form Below

Agency Profile Form