Primedia Unlimited, the advertising arm of Primedia, is spreading its wings into the United Arab Emirates in November, launching washroom adverts and kids’ shopping carts in Dubai malls in a first for the shopping mecca of the world.
‘The focus is to grow Primedia Unlimited,” says Ken Varejes, CEO of Primedia Unlimited.
The company is launching the two products under indoor media specialists The Letter Corporation and Icon Media’s kids’ shopping carts.
‘The Letter Corporation has been operating in South Africa for more than nine years, and has also launched in Australia in 2000 and now we are entering the U.A.E. market with a range of major mall, cinema and bar assets already signed up,” says Andrew Kramer, managing director of The Letter Corporation.
The washroom adverts and shopping carts for kids will launch in four shopping centres in the country including the huge Mall of Emirates in Dubai.
‘The entire shopping experience is enhanced as moms spend more time shopping, inevitably purchasing more goods because kids are entertained, relaxed and less demanding,” says Varejes.