Product launch event in Dubai: a planning checklist from concept to follow-up
A launch event has one chance to make a first impression. The checklist below follows the order in which the work should happen, with the long-lead items first.
Short answer
Allow at least one to two months for a standard event, and longer for large shows or events with prize games or sampling.
1. Fix the goal and the guest list
Decide what the event must achieve: press coverage, trade orders, influencer content or consumer trial. The goal decides the guest list, the venue and the length of the programme. A trade launch and a consumer launch are different events.
2. Choose the venue and date
Check capacity, access, power, loading and the venue's own rules. Avoid clashing with major exhibitions, holidays and large events in the city. Confirm what the venue includes and what you must bring.
3. Start approvals
Public events in Dubai run on a permit from the Department of Economy and Tourism, and other bodies may need to approve parts of the plan. As a rule of thumb, allow about 30 days for a standard corporate event and longer for large shows. Read our guide to event permits in Dubai. Prize games and sampling bring further approvals.
4. Design the experience
Think of the guest's path: arrival, first impression, the moment with the product, the take-away. Keep the product at the centre. Set, lighting, screens and sound should serve that moment, not compete with it.
5. Build, brief and rehearse
Design and fabrication need time, so freeze the design early. Brief hosts, promoters and presenters on the product and the run of show, and rehearse at the venue if you can. See exhibition stands and production for how we build sets and stands.
6. Capture content
Plan photo and video before the day: shot list, a person responsible and a way to share content quickly. Content from the event is often the part that reaches more people than the guests in the room.
7. Follow up within days
Send guests a thank-you with the product details, share photos and collect feedback. Report numbers: attendance, leads, press, content reach and sales or orders linked to the event. Our guide to measuring a brand activation sets out useful ratios.
We plan and run launches and road shows from concept to pack-down. See road shows and events or send us the brief. For a launch that travels to several venues, use our road show checklist.
Questions
How long does it take to plan a product launch event in Dubai?
Allow at least one to two months for a standard event, and longer for large shows or events with prize games or sampling.
Does a product launch event need a permit in Dubai?
Public events in Dubai generally run on a permit from the Department of Economy and Tourism. Confirm the exact requirements for your event.
What should I measure after a launch event?
Attendance, leads, press coverage, content reach and any sales or orders linked to the event.
