What do you do when a project shifts from first to top gear in the blink of an eye? Well, as the old maxim goes: When the going get tough, the tough get going.
Our task: Launch New Souq Al Haraj.
The timeframe: In a week.
The challenge: Three events for different audiences with different activities… all on the same day!
The first event, for VIPs, was attended by H.H. Dr. Sheikh Sultan bin Mohammed Al Qasimi, Supreme Council Member and Ruler of Sharjah. The event included a classic car parade (in co-ordination with Sharjah Classic Car Museum) and a bus tour of the complex.
The second event was a live auction of select cars held under the auspices of the leading auction house in the Middle East: Emirates Auction.
The final event was an elaborate lunch (with entertainment) for Souq Al Haraj’s tenants and their families and friends.
It was a challenge all right but the entire team at Birdie Dubai pitched in – from designing the logo, creating ads, developing an e-booking website, producing branding material for lamp-posts, windows and directional signs, and managing the logistics of a massive event (Collateral, Promoters, Uniforms, F&B, Activities, Giveaways) – to make the launch of Souq Al Haraj a grand success.
About Souq Al Haraj
Built at a total cost of AED250 million by Sharjah Asset Management, Souq Al Haraj includes parking space that can accommodate 5,000 cars for visitors and 20,000 parking lots for dealers. The largest car market in MENA and Asia, Souq Al Haraj houses 415 car showrooms and 70 retail shops selling auto spare parts and accessories. Also, the Souq offers a variety of services to buyers and dealers ranging from vehicle technical inspection, car registration, and financing services as well.