Jetour’s presence at the Liwa International Festival had to work across four very different zones in the desert, from the first glimpse at the roundabout to the last run on the dunes. The approach was announced by LED scenic displays and illuminated branding visible on arrival and departure. The corporate zone held the sales office, display cars under shaded seating, a refreshment bar, a giveaway bar and elevated signage lit for the night. A VIP camp sat apart, with an entrance arch, illuminated paths to a main stage, and a full programme of archery, volleyball, basketball, an outdoor gym, RC racing, sand bowling and a cinema screen, with themed Arabic, international and customer nights of tanoura, Bollywood, fire acts and illusion.
The fourth zone was pure energy. Sandblast signage and an entrance arch opened onto a freestyle driving area, a sandboarding slope with its own stairs, an arcade and VR racing, a chill zone, briefing rooms and a hero vehicle on a raised sand plinth. A branded Water and Air service station kept the buggies running under chequered shade bays, so that the activation read as a working desert camp rather than a static display.
ClientJETOUR UAE Elite Group HoldingAgencyDoor No.1 EventsRoleCreative DirectorYear2026
