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The main objective of the Vogue event is to produce a highly captivating, immersive two-day experience that:

Boosts Reader Engagement: Vogue builds a stronger bond with its audience by providing a unique, unforgettable event that blends cultural authenticity with innovative technology.

Promotes the Publication’s Brand: By demonstrating Vogue’s ability to combine luxury with regional tradition, the event strengthens the publication’s position as a world leader in high fashion and culture.

Reaching Marketing and Editorial Objectives: Through powerful narrative and collaborations, the event hopes to increase Vogue’s presence in the Middle Eastern market, draw attention to Saudi Arabia’s expanding fashion industry influence, and draw in new readers and partners.

(Unit Handbook, 2024)

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Vogue Arabia DNA Moodboard (Arampatzi, 2024)

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The core of Vogue’s identity is its history as a leader in fashion journalism, with a focus on:

High Fashion and Luxury: Presenting industry-defining, aspirational, and trend-setting styles.

Cultural Influence: Balancing global appeal with a deep respect for local and cultural narratives.

Creativity & Innovation: Constantly expanding the realm of what is conceivable in media, technology, and fashion.

Diversity & Inclusivity: Honouring talent and beauty from all walks of life and viewpoints.

(CondeNast, 2019) (Vogue.me, 2024)

Alignment of the Event with Vogue’s DNA

This event embodies Vogue's DNA, blending luxury (Formula 1), cultural storytelling (Al Ula), and innovation (AR/VR and virtual try-ons). It ensures that the brand is synonymous with refinement, innovation, and cultural relevance, while also engaging people in an experience and transforming manner. The event embodies Vogue's basic values while meeting its marketing and editorial goals.

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(SimilarWeb, 2024) and (Statista, 2024) 

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Positioning Map for Vogue Arabia and Competitors

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Positioning Map for Vogue Arabia and Competitors

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Measured by High and Low Digital Innovation and Print Legacy

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Digital Competitor Analysis Vogue Arabia

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Digital Competitor Analysis Vogue Arabia

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Day 1 - 18th of April 2025

The Vogue x Saudi Arabia Day 1 event will take place in Jeddah, Saudi Arabian Grand Prix.

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Day 2 - 19th of April 2025

The Vogue x Saudi Arabia Day 2 event will be hosted in Al-Ula, an ancient Arabian oasis in the Medina Province.

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Maraya Social by Jason Atherton

A selection of sharing plates and quality mocktails are sourced from seasonal produce and feature Mediterranean, Arabian and British cuisine all served in Atherton's signature style. This multifaceted gastronomic concept offers a place where you can relax, dine, meet, and socialise, coupled with glorious reflection of the rock-strewn canyons of Ashar Valley.

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This mirrored marvel nestled among sandstone cliffs plays a trick on the eye

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The two-day event, organised by Vogue in partnership with Saudi Arabia, is scheduled for Friday, April 18th and Saturday, April 19th 2025.

This date was chosen to avoid significant holidays and other industry events, resulting in maximum attendance and media coverage. Fridays and Saturdays are the normal weekends for a lot of Middle Eastern countries, therefore ensuring most people will be having the weekend off.

(The National, 2021).

Both venues have been meticulously chosen to appeal to Vogue's target demographic, exhibiting elegance, luxury, and cultural significance, all of which are significant traits associated with the publication's distinguished image. (Balich Wonder Studio, 2022)

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This mockup mostly emphasises the partnership with Saudi Arabia...

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While this logo highlights the name of the theme including the "Thread" and connotes Vogue Arabia's participation...

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The concept and theme of "Threads of Tomorrow" reflect a seamless blend of fashion, culture, and forward-thinking innovation, encapsulating both the essence of Vogue Arabia and Saudi Arabia's vision for the future.

The name emerged from an intention to highlight the duality of the event's purpose: "Threads" symbolizes the integral role of fashion and Vogue Arabia's contribution to shaping its narrative, while "Tomorrow" signifies the boundless opportunities Saudi Arabia holds as it evolves into a global hub for creativity and innovation.

The title captures the interplay between heritage and modernity, celebrating Saudi Arabia's cultural roots while embracing its futuristic ambitions.

'Threads' will be incorporated into the fashion elements of the event like runways and dress code references for celebrities and guests, while 'Tomorrow' reflects the innovative activities of the event like VR/ AR experiences, F1 Race and Hot Air Balloon rides in Al Ula.

The inspiration came from Saudi Arabia's 2030 vision (Saudi Vision 2030, 2019) and its growing popularity within fashion, mostly highlighted in the recent 2024 Riyadh Fashion Week. (Upadhyay, 2024)

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Target Audience Moodboard (Arampatzi, 2024)

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Target Audience inspired by (Vogue Arabia, 2024)

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Target Audience inspired by (Vogue Arabia, 2024) and (LinkedIn, 2024)

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Primary Research Conducted by Athina Arampatzi 2024

Results: 66 Responses

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Video for Vogue x Saudi Arabia: "Threads of Tomorrow" 

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Video for Vogue x Saudi Arabia: "Threads of Tomorrow" 

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Youtube Link - https://www.youtube.com/watch?v=S7bOX7k_PbQ&ab_channel=4KVISIONBACKGROUND

Google Drive link - https://drive.google.com/file/d/1HwxEcBJYznTvcJMKQAGuFMsrzAFVC2ZX/view?usp=sharing

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VOGUE ARABIA X SAUDI ARABIA : Threads Of Tommorow 2025

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Planning for the 2-day event across 6 months and 24 weeks.

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This is an estimated budget for VOGUE X SAUDI ARABIA: Threads of Tomorrow Event.

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Moodboard of Event's Innovative Elements

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Moodboard of Event's Innovative Elements

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Information about tickets were collected from primary research.(Survey, 2024) 

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Available Package Deal Tickets for Event

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Available Package Deal Tickets for Event

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Ticket packages for the two-day event.

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Information about tickets were collected from primary research. (Survey, 2024) 

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One day event tickets, incase the costumer wants to choose between the two.

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"Threads of Tomorrow" will successfully partner with a range of prestigious brands and organizations that align with both Vogue Arabia’s forward-thinking vision and Saudi Arabia’s growing importance in fashion and innovation. The Saudi Arabian Government will join as a major sponsor, supporting Vision 2030’s mission to transform Saudi Arabia into a global cultural hub. (GoGlobe, 2024)

Formula 1, as a key partner for Day 1, will showcase their brand through exclusive experiences and integrate F1-ready apparel from designers like Hindamme, who will be featured in a special runway show before the race begins. Renowned luxury fashion brands such as Dior, Loewe, and Prada will also be involved, creating bespoke collections for the event and enhancing the couture experience on Day 2. (MST, 2024)

Additionally, Erewhon Drinks, collaborating with Vogue x Saudi Flavor, will offer a unique blend of local flavours at the event’s food stands, while the Saudi Tourism Authority will promote the cultural richness of Saudi Arabia to a global audience.

Porsche and Mercedes-Benz will further enrich the event’s automotive experiences, providing luxury cars for display and driving experiences.

HTC Vive and Oculus will contribute innovative technology for the event’s virtual reality experiences.

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Some of the experiences the event will be offering are: 

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Some of the experiences the event will be offering are: 

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Exclusive Gift Bags: Curated luxury bags featuring limited-edition merch from sponsor brands, fashion accessories, and local artisanal products.

Interactive Photo Booths: Styled booths with F1-themed backdrops where attendees can capture moments and receive branded prints or digital photos for social media sharing.

Virtual Reality Experiences: Immersive VR zones where attendees can explore hidden spots in Al Ula or experience the F1 race from a driver’s perspective.

Designer Meet-and-Greets: Exclusive opportunities to meet top designers like Hindamme, Loewe, and Prada at VIP lounges.

Cultural Activities: Engage with Saudi traditions through interactive activities like traditional dance workshops, Arabic calligraphy stations, or camel rides.

Live Performances and DJ Sets: Concerts by Pharrell Williams, Alicia Keys, ASAP Rocky, and Rihanna, provide a high-energy atmosphere and an unforgettable evening.

Exclusive Fashion Previews: Early access to collections showcased at the event, including F1-ready apparel and Al Ula-inspired couture.

Gourmet Food Stalls: A selection of gourmet food and beverages, with local Saudi delicacies, ensuring a rich cultural experience for attendees.

(Link, 2024)

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Vogue Arabia will evaluate success based on predefined goals:

Assess overall attendance against ticket sales and initial expectations.

Measure social media engagement, including mentions, hashtags, and influencer participation.

Review the impact of sponsorships and partnerships, analyzing return on investment (ROI).

Analyze media coverage, including articles, interviews, and event mentions.

Evaluate the effectiveness of offline marketing efforts, such as billboards and photo booths.

(LaFleur, 2023)

Vogue Arabia will gather feedback from attendees and stakeholders:

Distribute post-event surveys to attendees to gauge satisfaction with various aspects of the event. (eventbrite, 2019)

Conduct interviews or discussions with key stakeholders, including sponsors and partners.

Collect opinions on event activities, logistics, and overall attendee experience.

Evaluate attendee reactions to performances, fashion shows, and interactive experiences.

Assess if the event met cultural and branding expectations for Vogue Arabia, Saudi Arabia, and F1. (LaFleur, 2023)

Vogue Arabia will identify areas for improvement:

Review any logistical challenges or issues encountered during the event.

Gather insights into the effectiveness of various promotional tactics.

Identify potential areas for enhancement in future events (e.g., food offerings, activities, timing).

Reflect on how the integration of culture, fashion, and technology was received by attendees. (LaFleur, 2023)

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Vogue Arabia Event Moodboard (Arampatzi, 2024)

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‘Element 2 Press Release + PADLET’ in Harvard style, on MyBib

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‘Element 2 Press Release + PADLET’ in Harvard style, on MyBib

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‘Element 2 Press Release + PADLET’ in Harvard style, on MyBib

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DALL·E 2024-12-10 01.09.39 - An interactive photo booth designed for a luxury F1-themed event. The booth is sleek and modern, featuring metallic finishes and LED lights. Inside, t

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Discovering new talents creates memorable experiences...

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Part of offline advertising

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DALL·E 2024-12-10 02.07.17 - A modern portable photobooth with wheels, inspired by sleek Formula 1 aesthetics, featuring a black and red color scheme with metallic accents. The ph

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Media Planning Moodboard (Arampatzi, 2024)