Quill Strengthens Digital Campaign for Record-Breaking Make It in the Emirates 2026

Abu Dhabi, UAE – Quill, a prominent marketing and communications agency in the GCC, has successfully executed the digital, social media, and real-time content campaign for Make it in the Emirates 2026. This year’s edition marked the largest iteration of the UAE’s flagship industrial platform, held from May 4 to 7 at ADNEC Abu Dhabi.

Quill’s involvement in the event follows its successful campaign for the 2025 edition, which set new standards for the platform. The 2026 campaign carried enhanced strategic significance, showcasing the UAE’s resilience, national confidence, and its capability to unite government, industry, investors, and innovators on a grand scale.

Strategic Objectives and Impact

The event took place against a backdrop of heightened global focus on economic resilience, supply chain security, and investor confidence. Quill’s core objectives included driving exhibitor participation and visitor registration, building on the foundation laid during the previous year. This year, however, the campaign aimed to convert interest into tangible participation while reinforcing the UAE’s reputation as a secure and dynamic hub for business and industrial growth.

Make it in the Emirates 2026 spanned 88,000 square meters across 13 halls and featured over 1,200 exhibiting companies from 12 industrial sectors. The event facilitated AED 372 billion in industrial deals and investments, with more than 200 agreements signed across various sectors, including financing and enablement programs. Notably, small and medium-sized enterprises (SMEs) constituted 61% of total participants, and the event attracted over 145,000 visitors, marking a 19% increase from the previous year.

Leadership Engagement

The significance of the event was underscored by the attendance of UAE leadership, including H.H. Sheikh Mohamed bin Zayed Al Nahyan, President of the UAE; H.H. Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE; and H.H. Sheikh Mansour bin Zayed Al Nahyan, among others. Several ministers also participated, including H.E. Dr. Sultan Ahmed Al Jaber, Minister of Industry and Advanced Technology, and H.E. Dr. Thani bin Ahmed Al Zeyoudi, Minister of Foreign Trade, reinforcing the event’s role in advancing the UAE’s industrial competitiveness and economic diversification.

Campaign Execution and Reach

Throughout the campaign, Quill positioned Make it in the Emirates as not merely a showcase of local manufacturing but as a testament to the UAE’s attractiveness for long-term investment and innovation. Maan Bou Dargham, CEO of Quill, emphasized the importance of the campaign in shaping the global perception of the UAE as a prime location for investment and manufacturing.

In preparation for the event, Quill initiated a mobilization campaign targeting manufacturers, SMEs, suppliers, and industry leaders, which effectively drove participation and commercial momentum. The agency managed the entire digital and social media strategy, encompassing creative development, content planning, and real-time production, ensuring that the digital channels reflected the platform’s scale and ambition.

During the four-day event, over 60 team members were deployed at ADNEC Abu Dhabi, capturing key moments such as leadership visits, exhibitor stories, and major announcements. The campaign achieved over 140 million impressions, 32 million in reach, and gained more than 20,000 new followers across official channels, significantly enhancing the event’s digital footprint.

Innovative Content Initiatives

A notable aspect of the campaign was the launch of Off the Record, a podcast produced by Quill specifically for Make it in the Emirates 2026. Recorded live from the event, the podcast featured discussions with C-suite leaders and industry experts on why the UAE is becoming a preferred destination for investment and innovation. The series included 40 episodes, covering sectors such as manufacturing, technology, and energy, thereby extending the conversation beyond the event itself.

Through its comprehensive approach, Quill supported one of the UAE’s most vital national platforms, combining live storytelling with strategic communications. The campaign effectively communicated the UAE’s industrial ambitions and readiness to lead in the next phase of manufacturing and advanced industries.

For more information, visit Zawya.

Read all the latest developments and breaking updates in the Latest News section.

Published on 2026-05-08 15:50:00 • By the Editorial Desk