BE PART OF SAUDI ARABIA'S FIRST DEDICATED EVENT FOR PROFESSIONAL LIGHT

And Sound

Showcase your products, services and technology to 10,000+ industry professionals involved in the development of Saudi Arabia's entertainment and leisure market worth over USD 64 billion.

WHY SHOULD YOU EXHIBIT AT SLS EXPO?

NETWORKING SLS Expo takes the hard work out of business matching, offering unrivalled networking opportunities that make it easy to start a conversation with future business partners.

LEAD GENERATION Exhibiting companies generate on average 80 high quality leads over 3 days at SLS Expo. Benchmark that number against other marketing, advertising and sales initiatives and consider the impact this physical showcase will have on your annual bottom line.

THOUGHT LEADERSHIP Place your brand and its ideas at the forefront of an industry meet-up, share a case study or lead a masterclass or roundtable.

BRAND AWARENESS Build brand awareness in one of the world's most ambitious emerging markets by showcasing your products and services to 10,000+ influential industry professionals.

A Partnership That Lights Up

SLS Expo is co-located with Saudi Entertainment and Amusement (SEA) Expo, the Kingdom's largest trade event for the entertainment and leisure industry.

CAPITALISE ON THE WORLD'S FASTEST GROWING ENTERTAINMENT DESTINATION

It has also partnered with established agency Keane PR to maximise its capabilities. “It’s very important that SMEs make use of this kind of opportunity,” Campbell stated. “TDA and Keane’s growth has run along parallel lines and together we can now offer a one-stop shop for all things content and events.”

Q4 2022 witnessed a major milestone for TDA – winning the contract to organise the site and logistics for the McGettigan’s FIFA World Cup 2022 Fanzone hosted at Dubai’s Media City Amphitheatre. The spectacle drew 150,000 visitors across 30 days, and Campbell, who oversaw the sourcing and management of vendors and site development, was integral to the organising team.

While Campbell acknowledges that female participation in the regional events industry is high, she believes that her willingness to be hands-on gives TDA a competitive advantage as an organiser.

“Most site and project managers in this region are male – one stereotype is that women don’t want to get their hands dirty and don’t want to do 16-hour, on-site shifts,” she said. “I’m comfortable putting myself in the thick of things and can hold my own when the pressure is on. Women face challenges entering traditionally male-dominated industries, but times are changing and so many women are laying a path for others to follow.” She added that peer support was vital to the Fanzone’s success. “Several people were hugely supportive – especially Greg Dufton and Tim Derry of Think Events and Dennis McGettigan of McGettigan’s, who hired me to support the project and oversee the build.”

Despite receiving support from male peers, Campbell still believes that some outdated perceptions impede the progress of women in certain occupations. “Site management, in particular, isn’t associated with being a femaledriven occupation,” she proffered. “It’s still a male-dominated industry so it’s a challenge to gain the respect of men who have been in a role for 30-plus years and see a 30-something woman come into the job. You need to have thick skin and be prepared to get stuck in. Women have historically been portrayed as emotional and sensitive, but that’s not relevant – the same applies to men when working under pressure. It’s about being resilient and making people realise that gender has nothing to do with it.

“I want to lead by example,” she added. “If the most senior person on a project or in the business won’t step up and display their leadership skills, decision making and competence, then no one else will – and how can employees then be expected to display any of those qualities? I believe that a successful project starts and ends with one person who has the skills and the confidence to make it possible. Whatever the project TDA is working on, I always strive to be that person.”

So, what next for TDA? Campbell believes that having the “experience, client base and confidence” will be key in the continuation of its growth journey. “Not only do we have our finger on the pulse in terms of emerging trends in Dubai, the UAE, and the wider region, but we’re also agile enough to react quickly to new trends and to service market demand. Dubai will always be special to us as it’s where it all started for us, but there are massive opportunities in Saudi Arabia, and we’d be naive not to explore those.”

Corporate events, brand and product launches form a key part of TDA’s growth strategy. “I want us to run more large-scale events and productions and make sure the agency becomes as recognisable as possible,” Campbell commented. “The brand is successful because of our network. We’ve been approached about doing something in Saudi in Q3 2023, which would be another massive jump for us. There are loads of agencies in Dubai, but not many that can support their clients with everything.”

Photos: That Dubai Agency www.thatdubaiagency.com