DPR partners with Zayed University

RetailME Bureau

Middle East’s largest integrated theme park, Dubai Parks and Resorts (DPR) have announced a partnership with Zayed University (ZU) – Abu Dhabi and Dubai campuses – to inspire and empower Emirati youth to join and excel in the dynamic leisure and entertainment industry. Through this collaboration, DPR seeks to position the destination at the forefront of the UAE’s growing leisure and entertainment sector.

More than 20 Emirati female students will work together on a major project to develop a strategic brand campaign that builds on the launch success of DPR. The mock campaign will see the students develop a creative idea that can be activated across media, marketing and social channels to reach target consumers and contribute to DPR’s business objectives and vision.

In the style of popular TV show and Dragons’ Den, those involved will present their plans to a judging panel consisting of senior representatives from DPR and ZU’s faculty and winners of the best campaign will be chosen in December.

“In line with Dubai’s ambitious vision of 2021, which demonstrates the importance of diversifying the country’s economy, we believe that the leisure and entertainment industries will play a major role in boosting the tourism sector and reinforcing this vision,” stresses Ahmad Hussain Bin Essa, general manager – theme parks, DXB Entertainments PJSC, the company that owns Dubai Parks and Resorts. “Therefore, to match the needs of this vast and growing industry we need to enable a new generation of Emirati experts to develop and run these businesses as we focus on Dubai becoming the leisure and entertainment hub of the region. Our collaboration with ZU will not only benefit the students learning experience, but will give us valuable insight into the thinking of our Emirati youth.”

“This class project with DPR provided an opportunity for some of our best students to fulfill their potential and gave them vital hands-on experience in this critical business sector,” adds Pam Creedon, acting dean, College of Communication and Media Sciences (CCMS). “We are confident it benefitted our CCMS students on both our Abu Dhabi and Dubai campuses by enhancing their skills, preparing them for their future careers, and opening their eyes to the vast opportunities that are available in the leisure and entertainment industry when they graduate.”