Ramadan is not just a sacred time for reflection and prayer; it’s also an opportunity for businesses to connect with employees, clients, and the community in a meaningful way. In Egypt, two prominent event management companies, Event House Egypt and Dazzle Advertising, are leading the charge in creating unforgettable Ramadan experiences. Through their unique approaches, both companies have built solid reputations for organizing standout corporate events during the holy month.
Leading the charge
Founded in 2012 by Moussa Abu-Taleb, Event House Egypt started as a solo venture born out of Abu-Taleb’s passion for blending Egypt’s rich cultural heritage with high-quality event planning. Recognizing a gap in the market for culturally immersive and personalized Ramadan celebrations, he set out to create events that celebrated both tradition and modernity. Today, the company’s portfolio includes major global clients like Coca-Cola, PepsiCo, and Adidas, with Ramadan activations at the heart of their offerings.
“Ramadan is the perfect time to connect with clients, employees, and the community in a meaningful way,” says Abu-Taleb. His company’s hallmark is its personalized approach to event planning, which blends the spiritual essence of the holy month with modern event design. Corporate Iftars, Suhoors, and community-focused cultural events have become a significant part of the company’s offerings.
Bespoke approach
Dazzle Advertising, led by Khaled Al-Quersh, brings a different perspective to the table. Specializing in corporate events, booth building, and activations, Dazzle caters to clients looking for tailored and customized event experiences. While Ramadan events are not the most profitable for Dazzle, the company has witnessed growing demand for corporate gatherings during this time. Al-Quersh observes, “Ramadan is the lowest month in terms of profitability. But corporate clients still find value in connecting with their employees and consumers through Iftars and Suhoors.”
Despite lower profitability, Al-Quersh says that the demand for Ramadan events is increasing. “In the next 10 days, we have 10 events in different locations for various clients,” he adds, highlighting the importance of this period for building stronger ties with stakeholders.
Navigating Ramadan’s unique challenges
While both companies have thrived in this niche market, organizing large-scale events during Ramadan isn’t without its challenges. The combination of fasting, long working hours, and high expectations makes Ramadan event planning particularly demanding.
Abu-Taleb, from Event House Egypt, highlights the physical and logistical challenges of Ramadan: “The combination of long hours, physical demands, and fasting requires meticulous planning, strategic scheduling, and additional support,” he says. His company ensures that its event teams remain well-supported, with breaks and proper management of energy to ensure a smooth execution of each event.
Al-Quersh from Dazzle shares similar concerns. “Fasting and timing are our biggest hurdles,” he admits. These logistical challenges require careful coordination and planning to ensure that events run smoothly without compromising the quality of service provided to clients.
Tailoring experiences
One of the standout features of both Event House Egypt and Dazzle Advertising is their commitment to tailoring every event to the unique needs of their clients.
Abu-Taleb explains that Event House Egypt works closely with venues, caterers, and suppliers to create culturally immersive experiences that align with the true spirit of Ramadan. “Our open-door policy ensures that our clients are more than just customers—they’re our partners, actively involved in every decision to align with a shared vision,” he says. This collaboration ensures that each event is a true reflection of the client’s identity, all while maintaining cultural authenticity.
On the other hand, Dazzle Advertising is equally committed to delivering bespoke services. “Every client wants their own designs and experiences,” says Al-Quersh. Dazzle’s events are entirely customized, with each one designed to meet the specific requirements and branding of its clients. “We focus on the unique needs of each organization, ensuring that every detail reflects their vision.”
Both companies have observed an increasing trend among corporate clients recognizing Ramadan as an opportunity to connect with employees and consumers on a deeper level. “It’s not just about events; it’s about recognizing Ramadan’s cultural significance and using it as an opportunity to build meaningful connections and a positive brand image,” says Abu-Taleb. Al-Quersh echoes this sentiment, stressing that despite the lower profitability of Ramadan events, they remain essential for businesses looking to connect with their audience in a meaningful way.
The impact of rising costs
The rising cost of organizing events is another challenge both companies face during Ramadan. Abu-Taleb from Event House Egypt points out that clients are increasingly aware of inflationary pressures and are allocating larger budgets to ensure high-quality events. “Given the inflation and rising costs in the market, clients are aware that expenses are growing each year,” he says.
Meanwhile, Al-Quersh from Dazzle notes that the devaluation of the local currency has significantly affected material costs, making it even harder to manage the financials. “The devaluation of the local currency has had a tremendous effect on costs, with material prices nearly quadrupling,” he shares. Despite these challenges, both companies have adapted and continue to provide high-quality services that meet their clients’ evolving needs.
Looking ahead
With the demand for Ramadan events continuing to rise, both companies are optimistic about the future. Abu-Taleb sees Event House Egypt as a continued leader in culturally rich, high-quality Ramadan events. “Our focus on creating culturally immersive, high-quality Ramadan events allows us to stand out in a competitive market,” he says.
Similarly, Al-Quersh believes that despite the challenges of the rising costs and smaller profit margins, the demand for bespoke Ramadan events will only continue to grow. “These events remain an important part of our clients’ marketing strategies,” he concludes.
Both Event House Egypt and Dazzle Advertising have set the standard for Ramadan event planning in Egypt. By staying committed to high-quality, personalized services, they are transforming the Ramadan event landscape, ensuring that Ramadan continues to be a meaningful and integral part of Egypt’s event planning industry.
