DUBAI WORLD TRADE CENTRE

THE BRIEF

THE STORY.

Grassroots works as a collaborative extension of Dubai World Trade Centre's social media marketing team to help drive their build-up campaigns ahead of their selected shows, including World Art Dubai and Dubai International Horse Fair. Each event brings a unique audience profile and set of commercial objectives, so no two campaigns look the same. We run full-circle social media campaigns — from initial strategy and content calendars through to creative production, community management and post-event reporting — and conceptualise innovative ideas with the key objective being promotion and ticket sales for each show. In addition to creating dynamic content for DWTC's own channels, we work directly with exhibitors to produce micro campaigns that spotlight their specialist areas and drive their specific content forward. This exhibitor-level approach adds depth to the overall event narrative while giving individual brands tangible value from DWTC's platform. We operate across eight channels, posting organic content and pushing targeted social media ads out to carefully segmented audiences in the weeks leading up to each event weekend. Our in-house content team then covers live footage on the ground, capturing keynote moments, crowd reactions and exhibitor highlights. This real-time coverage feeds back into the social channels immediately, creating a feedback loop that sustains engagement throughout the event and provides a rich asset library for future promotional cycles. The partnership has allowed DWTC to maintain a consistently high standard of social output without expanding their internal headcount, and it has given us first-hand experience running large-scale, multi-stakeholder event campaigns in one of the region's most high-profile venues.