Snap’s Dina Al Sabbagh: Brands must leverage summers as a missed opportunity

Snap’s Dina Al Sabbagh: Brands must leverage summers as a missed opportunity Group CEO Of Diriyah Company: Transforming Diriyah into a Global Cultural and Tourism Destination

Q1: Why is summer in the GCC an underrated opportunity for brands?

Summer in the GCC is often seen as a ‘dead season’ due to travel, but this is outdated. Brands scaling back have left a whitespace for advertisers, as ad costs are 19% lower and consumers remain active locally. This creates a cost-efficient, high-impact window for campaigns.

Q2: How is consumer behavior evolving during summer?

Consumers are balancing international travel with more local leisure and domestic trips. Over 75% of holiday shopping in Saudi Arabia and the UAE is done locally before travel, making summer a time of intentional, high-intent engagement.

Q3: How can brands stay relevant without large seasonal campaigns?

Brands can tap into smaller, culturally relevant moments like graduations or Father’s Day. These mini-moments keep brands visible and authentic, with lower CPMs and strong ROI.

Q4: How are audiences reshaping the marketing calendar?

Consumers now engage spontaneously, not just at major events. Brands should blend classic moments with an ‘always on’ approach, showing up both at peaks and in quieter periods for ongoing engagement.

Q5: How can brands build stronger emotional connections during summer?

Understand what matters to your audience—travel, self-care, family. Tailor messaging to these mindsets and use creator content, storytelling, and AR to engage in a timely, personal way.

Q6: What role does cultural relevance play in summer campaigns?

Cultural relevance is key—go beyond generic tropes and reflect real consumer behaviors and aspirations. Localization should be subtle, intentional, and emotionally attuned to what audiences care about most.

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