Brand experience agency Action Impact’s first project for Dubai Parks and Resorts has resulted in two award wins at Arabian Travel Market.
‘Best Stand Feature’, which celebrates visual impact, good use of features to showcase cultural characteristics, and ability to draw in visitors, was one of only five awards given by Arabian Travel Market. Subsequently, Dubai Parks and Resorts’ stand won the ‘People’s Choice’ Award, when the public voted for an overall winner out of the five category winners.
As Dubai Parks and Resorts first participation at Arabian Travel Market, Action Impact’s brief was to design a space that would capture and promote the personality of each of the distinct areas, bringing each theme park to life under one umbrella brand and reflecting the excitement and buzz of a theme park destination to the visitor, creating anticipation for the opening in October 2016, and ultimately standing out amid the busy crowds of Arabian Travel Market.
Action Impact created an experiential journey that touched all five brands that make up Dubai Parks and Resorts, enveloping guests in an immersive themed environment. The concept was based around the idea of a box of goodies waiting to be opened to reveal the colour, life and energy of five amazing destinations.
As visitors crossed the threshold they entered a world of entertainment across the five featured brands and saw
build progress of the whole development, then the model raised to reveal a central Riverland performance stage, brought to life with choreographed entertainment throughout the day.
Mike Wain, executive director, Action Impact, said: "Action Impact is thrilled that a first time project for a new client has been so widely recognised and appreciated by, not only Arabian Travel Market itself, but also Dubai Parks and Resorts’ future visitors."