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Majid Al Futtaim, owner of City Centre Bahrain, has launched a regional marketing campaign designed to inspire people to spend more quality time with loved ones.
The campaign is based on an insight confirmed by research commissioned by the company across the region revealing people in the Middle East feel that spending quality time with friends and family is a key to happiness … but they don’t prioritise it enough.
The study revealed that nearly everyone (92 per cent) in the country is happiest when spending quality time with friends and family, however, less than one third (25 per cent) spend just five hours or less a week doing so.
The research also showed almost half of residents recognise that they waste at least two weekends per month by not spending quality time with friends and family, while 43 per cent turn down offers to meet loved ones at least twice a month. Four fifths (77 per cent) of people surveyed agreed they need to prioritise more time for the people they love.
Vino El Khatib, chief marketing officer at Majid Al Futtaim – Holding, said: “We were inspired to conduct our study into the drivers of happiness, an emotion that is a fundamental pursuit of all people across countries and cultures. When we received the findings, they highlighted a clear need to encourage people to devote more time to doing what they enjoy the most – spending quality time with friends and family – as in today’s fast-paced, hyperconnected world this all too often takes a back seat.
“We decided to respond to this insight by focusing our new marketing campaign on motivating couples, friends and families to spend time together and celebrate life to its fullest – a message that perfectly captures our vision of creating great moments for everyone, every day.”
Majid Al Futtaim’s new campaign, Create Great Moments Together, is a subtle message asking people to do something that will make a difference to their life. It is a little reminder that the greatest moments in life come from experiencing, sharing and discovering life together, and that is what happiness is made of.
The campaign achieves its goal by bringing to life the many ways people express their happiness when enjoying special moments with family and friends.
