Following the Dubai Rugby 7s, MMI — on of the main event sponsors — has said it received excellent feedback on new F&B elements introduced this year, despite the fact that attendance was down from 2008.
The firm’s events manager Nadia Rasheed commented: “Numbers were slightly down on last year, but the atmosphere this year was fantastic!
“We were delighted with the turnout and the success of the event.”
This year the company — which is responsible for the F&B catering in the public areas, including management of the International Rugby Village — introduced various new F&B element sot keep attendees happy.
“Heineken loves to bring unique experiences to the Rugby Village,” noted Rasheed.
“This year it was Dubai’s first taste of the Heineken Green Space; a luxurious Heineken brand experience where rugby fans could chill out, socialise, dance and enjoy music along with their favourite beer.
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“We also introduced the MMI ‘Reasons to be Cheerful’ stand in the Rugby Village,” she continued.
“The main objective for this was to build MMI brand recognition and association with event, and communicate key retail messages, such as locations of the 11 MMI stores across Dubai, and introduce our new store at Festival City.”
According to Rasheed, the biggest challenge the firm’s events team faced was logistical.
“As the Eid and National Day holidays were in quick succession just before the event, it meant that we had to make sure that all of our supplier deliveries were delivered well beforehand,” she explained.
“In terms of the logistics of our stock deliveries, we decided to play it safe and deliver half of it before the Eid Holiday.
“This meant sending in eight forty-foot containers to the site one week before the actual event, which we’ve never done before!”
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