Time Out Dubai City Card
The low-down
The Time Out card is a membership scheme which provides discounts at venues across the city. The card is free and has over 200 restaurants on board. Customers simply register their details online and receive their card in the mail or can arrange collection.
What’s so special?
Easy to use and associated with the ever-popular Time Out, this card has some serious pulling power. Perhaps because it’s the go-to publication for both tourists and residents alike or simply its status as the fountain of all knowledge for everything happening in the city, the Time Out City Card is a viable option.
What’s in it for you?
Visibility comes in the form of a listing on the Time Out website and the weekly magazine. Overall, this is a consumer-friendly, easy to use, straight-forward offer where you get to control the discount and the terms and conditions.
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Benefits also include inclusion on a monthly City Card newsletter, which is dispatched to all 16,000 members, and on a comprehensive City Card listings page whichis included in the magazine each week and partners are highlighted on a rotational basis as Editor’s choice or Critic’s Pick.
For higher level discounts, Time Out runs a series of co-branded house ads in their publication.
Case study: A two for one restaurant deal at The Westin Hotel
For the newly launched ‘Yum Cha’ restaurant, a two for one offer communicated via The Entertainer was launched to drive market awareness.
This offer was for food only and valid on Saturdays. Over a four week period of four Saturdays, 107 vouchers were redeemed driving a footfall of 217 guests (excluding children).
Covers increased throughout the month as people who used the voucher brought their friends along. The beverage consumption also increased.
Derryn French fed back on the offer, commenting: “It was very successful in driving awareness in the marketplace as well as restaurant covers and we would use The Entertainer again.”
DineDubai
The low-down
The idea behind DineDubai is to identify, reward and retain customers by creating loyalty to a restaurant. The first dining loyalty programme in the region, it uses a data capturing card which provides customers with unique discounts in hotels and restaurants throughout Dubai.
The B2B side of DineDubai offers hotels and restaurants an insight into the transactions and behaviour of the dining consumer. DineDubai is a similar model to iDine in the US.
What’s so special?
Restaurants of all shapes and sizes are able to find their niche. In addition, the monthly newsletters and e-mailers provide information on various menus and promotions, which is added exposure for the participating outlets.
What’s in it for you?
The data allows offers to be targeted to consumers through various platforms. It also provides flexibility — you decide the offer and its parameters. It can also benchmark a restaurant’s performance against that of similar establishments in the DineDubai network.
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