Gifts & Lifestyle Middle East

For Gifts & Lifestyle Middle East, our approach was closely aligned with Paperworld, given the shows are co-located and attract overlapping audiences across gifting, stationery and packaging sectors. Recognising this shared audience base, we developed a content strategy that mirrored the structured, informative style required for a traditional B2B market while introducing subtle creative enhancements to improve engagement.

As a newer platform with lower initial traction, we leveraged its association with Paperworld by executing collaborative posts across both channels to expand reach and visibility. Content focused on highlighting key show features, product categories and sourcing opportunities in a clear and accessible manner.

On ground, we delivered coverage through host led walkthroughs, exhibitor and visitor interviews, workshop highlights and real time stories. By combining consistency, cross platform collaboration and audience insight, we strengthened the show’s presence and improved overall engagement.