Doha Festival City, Qatar’s one and only choice for shopping, dining, and entertainment, unveiled its new brand positioning “It’s my place, my choice” tailored for 2023.
The new strategy and positioning aim to bolster the mall’s position as the ultimate destination for shopping, dining, and entertainment, while also emphasising that it will move toward enhancing this position and diversifying its offering, activations, and events to truly provide a bespoke experience to each of its visitors.
Commenting on the announcement Robert Hall, Festival City General Manager, said: “We enjoyed a speeding start for the year with our partnerships with Qatar Charity and Hamad Medical Corporation and our platinum sponsorship of the Qatar Balloon Festival, and we are not slowing down. We have a powerful lineup of events and activations prepared for this year to truly deliver amazing experiences to our visitors and enhance their journey with us with more unique offerings”.
From his part, Jihad Zarkout, Bawabat al-Shamal Real Estate Company’s General Manager, said: “We are starting this year with a new approach and positioning to reinforce the mall’s position as a destination of choice for all our visitors of all ages in Qatar. This entails offering them a wider, more diverse range of unique experiences, leaving them with fond memories and enticing them to visit us again. As a major Qatari company, we also aim to strengthen the role we play in supporting national awareness and development campaigns and initiatives under our #FestivalCares CSR programme in cooperation with our partners in Qatar and abroad to enhance our contribution toward Qatar’s development and the realisation of Qatar National Vision 2023 and beyond.”
The new brand positioning comes amid a running start of the year for Doha Festival City, with the launch of its platinum partnership of the Qatar Balloon Festival, a wondrous 10-day event featuring 50 hot air balloons from around the world. The event will allow more than 1000 people to experience the pleasure of flying in one of these creations and help promote Qatar as a welcoming destination.
The mall also enjoyed a powerful launch of its #FestivalCares CSR initiatives for the year with its partnership with Hamad Medical Corporation (HMC) for the flu vaccination campaign which will last from 13 to 26 January. The campaign features a booth located on the first floor between Debenhams and Marks and Spencer open daily from 1PM to 9PM in which health professionals from HMC are present to raise awareness regarding the importance of protecting oneself against the disease and to administer the vaccine to the mall’s visitors and customers.
The mall is also hosting a charity exhibition in cooperation with Qatar Charity’s (QC) Colors and Sounds project. The exhibition, which is being held from 23 to 31 January under the umbrella of #FestivalCares, features the works of artists who donated their paintings to QC under the project to support the organisation’s winter charity campaign.Doha Festival City has lined up in its packed calendar for this year a series of events and initiatives that will provide world-class entertainment and raise awareness about societal issues.
In line with the preventative measures set out by the State of Qatar to limit the spread of the coronavirus (COVID-19), and to ensure a safe shopping environment for all, Doha Festival City commits itself to continuous necessary health and safety measures throughout the mall. This includes a thorough mall disinfection treatment on a weekly basis, robust cleaning, and sanitization operations during mall trading hours, 127 hand sanitizing stations installed in the areas that have commonly touched surfaces.
About Doha Festival City
Doha Festival City is Qatar’s one and only choice for fashion, dining, and entertainment. Bringing several firsts to Doha, this incomparable mall – is one of the largest such developments in the Middle East, offering almost a quarter of a million sqm of leasable space, providing something for everyone, and creating exceptional and memorable experiences with every visit.
Doha Festival City is home to famous brand names in retail, many of which have made their Qatar debut, including Harvey Nichols, Charlotte Tilbury, Kiehl’s, Dior Beauty Boutique, and ACE. It also houses the country’s only IKEA, which has been open since 2013. There are over 100 places to dine and relax including restaurants, cafés, and casual dining outlets, from brands that are unique to Qatar including Jamie’s Italian, and Aimee’s Cafe.Doha Festival City is also home to the Edge Fitness, a state-of-the-art fitness center, boasting a large area of training space with the latest top of the line equipment from Technogym, separate male, and female parts, as well as circuit training areas.Doha Festival City has the country’s biggest world-class entertainment offering including a unique mix of indoor and outdoor attractions–from Qatar’s first VOX 4D cinema complex with 18 digital screens Theatre by Rhodes, to green spaces for outdoor exercise and Outdoor Leisure Trail cycling and three unique entertainment parks, including Angry Birds World, Snow Dunes and Virtuocity.
mThe world’s first Angry Birds WorldTM, introduced and developed by the leading location-based entertainment company Trimoo in partnership with Rovio Entertainment, opened in Doha Festival City in May 2018. The Park is an unparalleled family entertainment destination, inspired by the global gaming sensation and the blockbuster movie.
VIRTUOCiTY™ is the region’s first dedicated gaming hub that merges the virtual world with the real world. Opened in December 2018, this entertainment park is equipped with full motion racing simulators, escape rooms and an astonishing multipurpose eSports arena. The venue offers an immersive digital experience for teens and adults.Snow Dunes is the first indoor snow park in Qatar, featuring a castle inspired by authentic Qatari architecture. It is based on an old folk tale about a wave of cold coming in the spring and covering the ground with a white mantle.
The Park uses state-of-the-art technology to produce snow-white ice at temperatures of -4 degrees Celsius.As a ‘Smart Mall’, Doha Festival City offers innovative digital options including free Wi-Fi and digital wayfinding to enhance consumer experience, and is easily accessible, offering 8,000 smart parking spaces and VIP valet services.Doha Festival City’s new parking can accommodate additional 165 cars, providing easy access to the Luxury Area and the Edge Fitness, and a direct exit to Al Shamal Road, helping to avoid congestion during peak hours.
Doha Festival City’s exclusive Fashion TV ‘FFTV’, broadcasted on the mall’s website and YouTube channel, brings Doha’s fashion personalities to showcase the mall’s host of retailers and unique fashion offering. Festival Magazine, the Mall’s very own online lifestyle magazine, brings the readers to the front row of the mall’s latest happenings, uncovering the last fashion trends and offering previews of collections and exclusive offers available at the mall.
Doha Festival City applies stringent safety measures throughout the mall for its staff and visitors. This includes a thorough mall disinfection treatment on a weekly basis, robust cleaning and sanitization operations during mall’s trading hours, 127 hand sanitizing stations installed at all commonly touched areas.
Doha Festival City won the 2020 Travelers’ Choice Award by Tripadvisor, based on a full year of Tripadvisor reviews, placing the Mall in the top 10% of the hospitality sector in the world.