AED 0
Total marketing budget
for the year
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One Central, Dubai
[01] Season one
“Make Dubai discover 25 Jump Street.”
[02] The audience
Four audiences, already on the street. Season two is about serving each of them deliberately.
01
Young professionals
and office workers
One Central is on their doorstep. Lunch, drinks after work, and the easy midweek dinner.
02
Residents
The people who live minutes away and decide on the night. Our most repeatable audience.
03
Tourists
Visitors looking for a piece of Dubai that feels current rather than a hotel lobby.
04
Mid to high income
Guests who will spend on a good evening and expect the experience to earn it.
Chapter one / PR and media
25 Jump Street is positioned as a destination in its own right, not a collection of individual venues.
Chapter one / PR and media
Coverage across regional fashion, lifestyle and dining titles through the launch window.
Chapter one / PR and media
Credibility comes from people. We will profile the street collectively, so every venue is represented inside the same story rather than competing for its own.
Chapter two / Weekday strategy
A weekly Instagram Stories and Reel format. Everything happening on 25 that week in one quick scroll: new menus, offers, activations, events, launches and venue highlights.
“Your weekly reason to be on 25.”
Chapter two / Weekday strategy
A recurring weekly post that answers the simplest question a guest asks. A mix of dining recommendations, new dishes, offers, experiences and things worth discovering.
“What should I do on 25 this week?”
Chapter two / Weekday strategy
A recurring social moment in the middle of the week, built around how a weekday on 25 can actually feel.
“Lunch mood. Catch up mood. Date night mood. Treat yourself mood.”
Chapter two / Weekday strategy
Content built to be saved and sent on, not only seen. The save is the metric that matters here, because it is a plan being made.
Chapter three / Weekend entertainment
Eleven acts in rotation across the weekend.
Select any act to see it in full.
Note: artists may change based on availability.
Chapter four / Family and kids
Things to make, keep and take home.
Select any station to see it in full.
Stations run across weekend afternoons and school holidays.
Chapter four / Family and kids
Scheduled, ticketed moments that give families a time to arrive for.
Each show gives the weekend a published start time, which is what turns a visit into a plan.
Chapter five / Engaging activations
A board of keychains at the entrance to the street. Take one, no catch. Each key doubles as a voucher that unlocks an offer at one of the venues, from a cocktail discount to a special deal. Curiosity becomes a reason to walk the whole street.
“No catch. Just curiosity.”
Chapter five / Engaging activations
One communal table running through the heart of 25, with every participating venue responsible for a different course. Guests taste several concepts across one evening, and for one night the whole street eats together.
“One table. Every kitchen.”
Chapter five / Engaging activations
A hands on Halloween activation for families. Guests choose a pumpkin, pick a design and carve it together in a safe, welcoming set up on the street. Low cost to run, high return in photographs.
“October, properly owned.”
Chapter five / Engaging activations
Every evening through December, The Daily Drop: a live festive gifting moment presented with one partner brand. Numbered drawers, fully branded to the partner, whether beauty, fragrance, fashion or lifestyle. Between six and seven, guests on the street enter the daily draw and one winner opens a drawer live.
“Thirty one evenings. One partner.”
Chapter five / Engaging activations
A Sephora bus parked on 25 and rebuilt as a moving beauty destination, hosting a skincare activation on board. Access is earned rather than given: guests only step on after spending at one of the street’s venues, so the footfall lands with us.
“Spend on 25. Step on board.”
Chapter five / Engaging activations
An organised pub crawl with Malt Society. Groups move venue to venue across one evening, each stop pouring its signature serve. It is the clearest possible demonstration that the street works as a single night out.
“One night, venue to venue.”
Chapter six / Content
The social presence moves to a more cinematic, personality driven approach. Less announcement, more atmosphere.
Season 2026
Season 2026 · Strategy and programme
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