The most memorable festive campaigns today are built like stages, not billboards, writes FLC Marketing Group’s Adriana Usvat.
The festive quarter used to be a sprint for discounts and doorbusters. In 2024 and 2025, something more valuable has emerged: a shift from selling to participating. Shoppers don’t want to be hit with messages, they want to step into moments. In the GCC, where malls are cultural hubs and family rituals play out in public spaces, brands that design experiences are winning not only sales, but stories that travel.
From promotion to participation
The most memorable festive campaigns today
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