10,000.

That was the extra number of partigoers that the organisers of the Dubai World Cup, the world’s richest horse race,  wanted to enter partizone 2008. No easy task, considering that was on top of the 45,000 people that attended the year before.

Our scholastic experience taught us that it was 10 times more expensive to get a new customer than it was to grow current ones. Luckily, we’re also good at math. We tapped into the eager race-going socialites that attended the Dubai World Cup. Everyone wanted a great party. So we gave out CD mixed by our partizone DJ. We placed key messages at key venues, related to the general vibe. In short we built it, and they came. Sales went through the roof. Good thing, as we seemed to have brought the roof down. After all, growing attendance by 10,000 was no easy matter. So we when the party ended and the receipts added up, we were surprised to know that we exceeded the target by 4,000. And that’s when the celebrations heated up.

Core Area: Corporate Events, Strategy Formulation
Industry: Sports + Entertainment