- Exhibitions and events
- Marketing Campaigns
- Solutions
- الإعلانات الممولة
Case study Jewel Festival Egypt
Jewel Festival: marketing campaign
80% of the festival land rented out, and sales up sixfold.
In one year, Jewel Festival rented out more than 55 restaurant and café spaces on the Alexandria seafront, 80% of its land. Targeted ads, emails to owners, signs and a concert schedule turned EGP 300K of marketing into more than EGP 6M.
- Duration
- 1 year
- Ad spend
- EGP 300K
- Channels
- Facebook · Instagram · Google Business · Email · Signage
- Country
- Egypt
The numbers
Project results
×6 Sales
- Spaces rented to restaurants and cafés
- 55+
- Of the festival land rented
- 80%
- People at the concerts and shows
- 10,000+
Before and after
The numbers before and after the work
What we did
Designs and screens from the project
- Media buying plan
- Targeted ads on Facebook, Instagram and Google Business
- Email marketing to restaurant and café owners
- Proposed discounts and free extras for renters
- Signs around town
- Concerts and theatre shows to build awareness
The full story
What the festival needed
Jewel Festival is an entertainment venue on the Alexandria seafront in Egypt. It has restaurants and cafés, a funfair, a kids’ area and an open-air stage for live concerts.
The festival earns from renting containers and spaces to restaurants, cafés and brands, and it needed renters. I ran the campaign as Marketing Manager at Primavera. The target was to rent more than 80% of the spaces within one year.
What I did, in order
I built the plan on one path: reach the owners, pick the right ones, and turn their questions into signed rentals.
1. Ads aimed at owners, tested first
I ran targeted ads on Facebook, Instagram and Google Business, aimed at owners in the restaurant and café trade in Egypt. In the test phase I compared the ads by their cost per message.
2. Emails to restaurant companies
My team collected data on the leading restaurant and café companies and their owners. We emailed them the project’s advantages, its timeline and the goals we were working toward.
3. Discounts and free extras
I recommended discounts in quiet periods, such as the summer months, when fewer owners look for space. I also recommended free extras for owners who would not rent otherwise.
4. Signs around the city
We placed signs around Alexandria to make the festival and its rental spaces known.
5. Concerts and shows to draw a crowd
I drew up a schedule of concerts by well-known Egyptian singers and a schedule of theatre shows, to spread the festival’s name.
The result in one year
More than 55 spaces rented to restaurants and cafés, or 80% of the festival land.
More than EGP 6 million in revenue, from EGP 300K spent on marketing campaigns. Sales grew more than sixfold.
More than 10,000 people, visitors and Alexandria residents, attended the concerts and shows.
These results came from the online campaign and the work on the ground together. At the end, I gave the festival a list of next steps to grow with more than one income stream.
What to take from it
Business owners rent where they expect visitors. Plan the events that bring the crowd together with the ads that sell the space.
If you have spaces or stands to rent, tell me how many and by when. I will tell you where I would start.
Gallery
