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Campaign Middle East
العربية
DigitalFeaturedMarketing
Shantelle Nagarajan
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Marketing global events to audiences in the Middle East

Shantelle Nagarajan
posted on

Inside the marketing strategy behind the live musical Mamma Mia! towards audiences in the Middle East.

Middle East audiencesMamma Mia! at Etihad Arena, Abu Dhabi. _R012107

Global live entertainment was no longer testing the waters in the Middle East. With major international live events coming to markets like the UAE and Saudi Arabia, regional audiences are showing up and selling out arenas and stadiums across the Middle East.

This month, Proactive Entertainment has brought the internationally renowned musical Mamma Mia! to Abu Dhabi in the UAE. Taking over Etihad Arena on Yas Island from June 11 to 22, the event has hosted thousands of theatre fans.

Jose Cuervo, Middle East Regional Director at Proactive Entertainment speaks to Campaign Middle East on how it shaped its marketing strategies to draw in audiences to the show.

“We run campaigns in parallel,” he


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Tags:Abu Dhabiglobal eventsJose Cuervolive entertainmentMamma Mia!marketing strategiesMiddle East audiencesProactiv Entertainment
the authorShantelle Nagarajan
Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.
All posts byShantelle Nagarajan

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