Consumers queue up outside the Primark store in The Dubai Mall during the launch of the brand.Primark – an international fashion retailer with more than 470 stores across 18 countries in Europe, the US as well as the Middle East – has revealed details about the strategy and rollout of its integrated marketing campaign to launch its first and flagship store in Dubai at The Dubai Mall and its second store in the emirate at City Centre Mirdif in partnership with Alshaya Group.
The successful launch campaign – which resulted in incredible demand, with queues stretching up to 500 metres outside The Dubai Mall – has set a line in the sand in terms of getting market entry, advertising and communications spot on despite the ongoing crisis in the Middle East.
The primary goal of the campaign was to generate widespread visibility and excitement, build strong brand and launch awareness and successfully introduce Primark to the UAE market.
Positioning Primark’s launch as a highly anticipated retail moment for Dubai, the globally recognised brand entered a new market not only as a new fashion retail option, but with clear communication on its brand positioning – trend-led affordable fashion with great quality.
One of the key consumer insights that influenced the strategy of the campaign was that brand awareness for Primark was already high within the UAE.
As a result, the campaign strategy centred around building curiosity and excitement around Primark’s offical launch in the UAE. It also highlighted the need to communicate the brand’s key offering with a strong emphasis on great value and trend-lend fashion.
The flagship Primark store in the heart of the city in The Dubai Mall offers more than 60,000 square feet of shopping space, set across one sales floor and employing 600 employees.
Designed to bring Primark’s unique value offering to UAE shoppers, the new location presented a fresh, modern retail experience spanning both the latest fashion trends and everyday essentials across womenswear, menswear, childrenswear, home and beauty – all at the affordable prices the global fashion retailer is known for.
Customers also found a wide selection of Primark’s exclusive collaborations, including world famous brands such as Disney, NBA and NFL, and were able to shop from the brand’s more premium range: The Edit, across mens, womens, younger kids and home categories.
Rollout of the Primark campaign
The Primark campaign was delivered through a fully integrated, multi-channel strategy designed to deliver scale and maximise reach and impact across all touchpoints in the lead up to the Primark’s launch in Dubai.
Primark activated a full omni-channel approach: high‑visibility media, fashion‑driven publishers, influencer collaborations, social platforms with wide demographic spread, and targeted digital touchpoints that allowed the brand to speak to different customer groups with tailored content.
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The brand also had a strong out-of-home presence featuring billboards across key locations in Dubai, branded Dubai taxis and a spectacular branded Primark convoy which traveled around the streets of Dubai for five days, creating speculation and high-impact visibility.
During the branded convoy a series of interviews and discussions took place with the CEO of Alshaya Group, Vice President of Primark Middle East, as well as influencers and media.
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The brand’s marketing plan also included a full takeover of in-mall advertising within Dubai Mall to engage audiences and build launch awareness.
This was supported by a comprehensive takeover across digital advertising and social media platforms, radio and CRM as well as Aura, Alshaya’s Loyalty Programme.
Influencer collaborations and targeted media engagement also played a key role in driving conversation and local relevance, positioning the launch as a significant milestone within the region’s retail landscape.
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The Primark campaign was intentionally built to reach a truly wide audience, reflecting the brand’s broad appeal and the diversity of shoppers who connect with the brand.
Rather than narrowing into a single customer profile, Primark focused on mass reach supported by smart channel selection – ensuring that people of all ages, backgrounds and nationalities encountered the Primark story in a way that felt natural and relevant to them.
The brand’s omni-channel approach ensured it was present wherever its audiences already was – from style‑seeking Gen Z to value‑focused families, trend‑lovers, everyday shoppers and everyone in between.
The goal was simple: make the launch unmissable, accessible and exciting for the full spectrum of customers who appreciate great fashion, great value, and a brand that welcomes everyone.
Influencer collaborations also played a fundamental part of the campaign. The brand partnered with more than 50 talents to build anticipation and buzz around the launch in an authentic and locally relevant way.
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Given that the UAE is recognised for its diverse and multi-cultural population, Primark’s influencer strategy was inclusive, collaborating with talent from more than 20 different nationalities to engage and resonate the UAE’s diverse audience.
The campaign was executed within the UAE with a strong focus on Dubai as the location of Primark’s first store in the market.
However, the campaign also received significant attention beyond the UAE with coverage and engagement picked up on a global scale, highlighting the strength of Primark’s brand awareness and the wider interest in its expansion into the UAE.
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The momentum surrounding the campaign, both online and in-store, was a remarkable tool to measure success.
From the moment Primark’s arrival was announced, the conversation across social platforms took off organically, with user‑generated content reaching millions.
The hype didn’t stop there. It continued to soar on the digital sphere as we got closer to the opening date.
What’s been especially valuable to Primark – even beyond the volume – has been the overwhelmingly positive tone of the content shared, amplifying awareness and building genuine excitement around the launch.
That enthusiasm translated directly across the opening weekend alone (Thursday – Sunday), with footfall exceeding expectations, with more than 35,000 visitors exploring the store and more than 400,000 units sold.
This immediate response reflects a clear appetite for Primark’s offering and highlights how effectively the campaign captured public attention and converted buzz into real-world engagement.
CREDITS:
Client: Primark Middle East / Alshaya Group
Jessica Tait, Senior Marketing Manager, Primark
