LAUNCH ACTIVATIONS

VIPS & NEW MEMBERS

LAUNCH ACTIVATIONS MAPPING

VIPS NEW MEMBERS

IMPACT / AWARENESS
VIP GIFTING: INVITES TO VIPS & LOYAL REGISTRATION INCENTIVE:
CUSTOMERS WITH BONUS POINTS / WELCOME FOC COFFEE DRINK
GIFTS (STARBUCKS)
VIP CINEMA EXPERIENCE (TBC):
EXCLUSIVE VIP CINEMA INVITES REGISTRATION INCENTIVE:
VIP DINNER: PERSONALIZED DESIGNATED DARNA PREMIER
PRIVATE DINNER INVITES TO PARKING IN MALLS
VIPS & LIMO SERVICE PICK UPS

ONGOING INSPIRATION
PRIORITY PASS: TBC
COMPLIMENTARY VIP
CABANAS: COMPLIMENTARY
CABANAS @ SAADIYAT BEACH
CLUB
VIP SHOPPING: EXCLUSIVE
RETAILER COLLECTIONS ACCESS
MALL ACCESS: DARNA
WELCOME INTO ALL OUTLETS
BY DESIGNATED ENTRY POINTS
DARNA NIGHT/HOUR: % / FREE
KIDZANIA OFFER: COMPLIMENTARY DRINKS FOR DARNA MEMBERS
KIDZANIA DARNA HOUR ACCESS

TACTICAL CAMPAIGNS
HOTEL CAMPAIGN #1: ROOM DAY PASS CAMPAIGN:
BOOKING UPGRADES CINEMA CAMPAIGN (TBC): COMPLIMENTARY HOTEL
COMPLIMENTARY CINEMA TICKETS FACILITIES DAY PASSES
HOTEL CAMPAIGN #2: MECHANIC: PERFORM ‘x’ ACTION TO UNLOCK/WIN MECHANIC: PERFORM ‘x’ ACTION TO UNLOCK/WIN

EXECUTIVE CLUB ACCESS

AKYASI CAMPAIGN:
COMPLIMENTARY AKYASI THEME PARK CAMPAIGN: COMPLIMENTARY PASSES TO
SERVICE (INCLUDED BUT STILL WARNER BROS, FERRARI WORLD, YAS WATERWORLD
COMMUNICATE) MECHANIC: PERFORM ‘x’ ACTION TO UNLOCK/WIN
 LAUNCH ACTIVATIONS SUGGESTED TIMELINES

MONTH #1 MONTH #2 MONTH #3

WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6 WEEK 7 WEEK 8 WEEK 9 WEEK 10 WEEK 11 WEEK 12

IMPACT & AWARENESS

VIP GIFTING
COMMS (-7 Days)
VIPs VIP CINEMA EXPERIENCES (TBC)
VIP DINNERS + LIMO

New Members COMMS (-1 Day) FOC COFFEE

PREMIER PARKING (SHOW & GO)

ONGOING INSPIRATION
COMMS (-7 Days)
VIP SHOPPING: EXCLUSIVE RETAILER COLLECTIONS ACCESS
VIPs COMPLIMENTARY VIP CABANAS: COMPLIMENTARY CABANAS @ SAADIYAT BEACH CLUB

MALL ACCESS: DARNA WELCOME INTO ALL OUTLETS BY DESIGNATED ENTRY POINTS
COMMS (-7 Days)

New Members DARNA NIGHT / HOUR

COMMS (-7 Days)

KIDZANIA ACCESS (TBC)

TACTICAL CAMPAIGNS

VIPs COMMUNICATE AKYASI

BENEFIT TO SEGMENT
COMMS (-7 Days)
VIP HOTELS CAMPAIGN | ROOM UPGRADE & CLUB ACCESS

COMMS (-7 Days)

HOTEL DAY PASS CAMPAIGN
New Members COMMS (-7 Days)
THEME PARK CAMPAIGN
COMMS (-7 Days)
CINEMA CAMPAIGN (LAUNCH TBC)
LAUNCH ACTIVATIONS SUGGESTED TIMELINES
ACTIVATION
ACTIVATION SEGMENT TIMELINES QUANTITY ELIGIBILITY MECHANIC COMMUNICATION CHANNELS FOR ELIGIBLE MEMBERS ALDAR ASSET MARKETING
IMPACT / AWARENESS
VIP GIFTING VIP WEEK 1 TBC VIP CONCIERGE SELECTION ONLY (i) VIP CONCIERGE CALL & (ii) DELIVERY OF GIFTS CORPORATE
Day -0: ATL + DIGITAL (Launch Media)
Day 1: EDM + SMS (Aldar Existing Database)
FOC COFFEE ALL WEEK 1-4 10,000 UP TO FIRST 10K REGISTRATIONS Day 3: Push  NFC (Registered Members) HOSPITALITY
Day 7: In App (Registered Members)
*Repeat Step(s) weekly as needed*
VIP CONCIERGE INVITE ONLY (240)
VIP DINNER & LIMO VIP WEEK 1-3 480 2x Tickets per VIP
(i) VIP CONCIERGE CALL & (ii) FOLLOW UP EMAIL WITH INSTRUCTIONS HOSPITALITY
Day -0: MALL SIGNAGE (Launch Media)
PREMIER PARKING ALL WEEK 1+ N/A ONGOING BENEFIT (Show & Go) Day 1: Push  NFC RETAIL
*Repeat monthly as needed*
FIRST 500 PLATINUM MEMBERS
VIP CINEMA VIP WEEK 6-10 (TBC) 1,000 2x Tickets per VIP
(i) VIP CONCIERGE CALL & (ii) FOLLOW UP EMAIL WITH INSTRUCTIONS RETAIL
ONGOING INSPIRATION
Day -0: MALL SIGNAGE (Launch Media)
DARNA MALL ACCESS ALL WEEK 1+ 5,000 UP TO FIRST 5K REGISTRATIONS Day 7: NFC RETAIL

COMPLIMENTARY VIP Day -0: POOL SIGNAGE (Launch Media)

VIP WEEK 1-8 SUBJECT TO AVAILABILTY VIP BENEFIT BY TIER (TBD) Day 1: Push  NFC (Registered Members) HOSPITALITY
CABANAS *Repeat push monthly as needed*
VIP SHOPPING VIP WEEK 5+ N/A VIP CONCIERGE SELECTION ONLY (i) VIP CONCIERGE CALL & (ii) FOLLOW UP EMAIL WITH INSTRUCTIONS RETAIL
Day -7: EDM (Registered Members)
DARNA HAPPY ALL WEEK 3+ 1,440 TOTAL FOC DRINKS ONGOING BENEFIT Day -3: Push  NFC (Registered Members) HOSPITALITY
HOUR/NIGHT 1,440 TOTAL B1G1 DRINKS (RESTRICTED TO HIGH REDEEMERS IF NEEDED TO CAP NUMBERS) Day 1: In App (Registered Members)
*Repeat Step(s) weekly as needed*
Day -7: EDM + SMS (Registered Members)
Day -3: Push  NFC (Registered Members)
KIDZANIA ALL WEEK 4+ 1,000 Children / 1,000 Adults ONGOING BENEFIT
Day 1: In App (Registered Members)
RETAIL
*Repeat Step(s) weekly as needed*
TACTICAL CAMPAIGNS

3,000 TOTAL Day -0: ATL + DIGITAL (Launch Media)

THEME PARKS Day 1: EDM + SMS (Aldar Existing Database)
500 X 2 @ FERRARI WORLD REDEEM OFFER ON DARNA TO RECEIVE 2 X TICKETS
ALL WEEK 1-5 Day 3: Push  NFC (Registered Members) HOSPITALITY
CAMAPIGN 500 X 2 @ YAS WATERWORLD *UP TO FIRST 1,500 REDEMPTIONS*
Day 7: In App (Registered Members)
500 X 2 @ WARNER BROS *Repeat Step(s) weekly as needed*
Day -0: MALL SIGNAGE (Launch Media)
AKAYASI BENEFIT VIP WEEK 3 10,000 ONGOING BENEFIT FOR GOLD & PLATINUM TIERS Day 1: Push  NFC (Registered Members) RETAIL
*Repeat monthly as needed*
Day -0: HOTEL SIGNAGE (Launch Media)
HOTEL DAY WEEKEND ALL WEEK 1+ 1,440 TOTAL REDEEM OFFER @ HOTELS TO RECEIVE 2 X PASSES Day 1: Push  NFC (Registered Members) HOSPITALITY
DAY PASS CAMAPIGN *UP TO FIRST 770 HOTEL REDEMPTIONS* Day +3: Weekly In App
*Repeat Push weekly as needed*

VIP HOTEL UPGRADE + Day -0: HOTEL SIGNAGE (Launch Media)

2,000 Upgrades Day-7: Push  NFC (Registered Members)
CLUB ACCESS VIP WEEK 6+ 1,400 Club Access
BOOK HOTEL STAY FOR OFFER(S)
Day +7: Weekly In App
HOSPITALITY
CAMPAIGN *Repeat Push weekly as needed*
Day -7: EDM (Registered Members)
5,000 TOTAL REDEEM OFFER ON DARNA TO RECEIVE 2 X TICKETS Day -3: Push  NFC (Registered Members)
CINEMA CAMPAIGN ALL WEEK 5+ (TBC)
2,500 x 2 Tickets *UP TO FIRST 2,500 REDEMPTIONS* Day 1: In App (Registered Members)
RETAIL
*Repeat Step(s) weekly as needed*
THANK
YOU