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/ Open Fire Food Festival
Open Fire Food Festival
Year
2025
TAGS
BRANDING
PR X INFLUENCERS
CONTENT & CAMPAIGN
LIFESTYLE
CHALLENGE
To sell tickets at scale while building strong brand awareness for the Open Fire Food Festival, a bold culinary and entertainment experience returning to Yas Island. With limited time, the challenge is to reignite audience interest, expand reach beyond returning attendees, and create buzz around the return of Steve Harvey’s curated BBQ festival.
RESPONSE
We activated a 360° marketing strategy across radio, social media, digital ads, PR, and OOH. We engaged influencers, securing press while building strong brand awareness and re-directing the audience to the tickets landing page to drive sales.
Impact
The Open Fire Food Festival transformed Yas Island into a high-energy culinary destination, celebrating fire cooking, global food culture, and live entertainment.
• Reached 14M+ people across social media and influencer channels, driving widespread regional awareness
• Attracted 10,000+ attendees across the two-day festival, positioning the event as a standout culinary experience in the UAE
• Generated strong digital momentum with 5M+ Instagram views and 7M+ TikTok views, rapidly building a new audience community
• Leveraged a curated influencer network delivering 5.7M+ reach and 747 ticket conversions
• Secured 27 media placements with a PR value exceeding AED 4.2M, amplifying cultural relevance and media visibility
• Delivered a dynamic platform for brands, chefs, and partners to engage audiences through immersive activations and live experiences
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