POST-SHOW REPORT 2010

OVERVIEW
Cityscape Jeddah 2010, the largest real estate investment and development event in Saudi Arabia concluded on 9th June 2010 and was widely acknowledged as a huge success. Under the patronage of HRH Prince Mishaal bin Majed bin Abdulaziz, the Governor of Jeddah Province and supported by the Jeddah Chamber of Commerce, Cityscape Jeddah once again pushed the boundaries in terms of professionally organized exhibitions within the Kingdom. Focused on networking and creating the perfect platform to conduct business, the international, regional and local real estate industry descended on the Jeddah Center for Forums and Events with over 9,500 participants from over 43 countries attending. Participants included: government bodies, master and private developers, architects, consultants, real estate investors, developers, nanciers, corporate end users, major retailers, to name but a few. The three days proved to be an unrivalled opportunity for the Saudi real estate community to showcase developments and services in the rst and only worldclass real estate event in Jeddah. Cityscape Jeddah 2010 oered an unparallel opportunity to meet and establish relationships with key players in the industry. This year was no exception and included the following functions: w w w w Cityscape Jeddah Exhibition Real Estate Investment and Development Conference Cityscape Awards for Real Estate in Saudi Arabia Investor Round Tables Under the patronage of, and inaugurated by HRH Prince Mishaal Bin Majed Bin Abdul Aziz, Governor of Jeddah, Cityscape Jeddah 2010 featured projects linked to the comprehensive 20-year re-development programme in Jeddah city involving development and rehabilitation work on Jeddahs central and historic districts.

Cityscape Jeddah has established itself as the only must attend real estate event in Jeddah, and along with Cityscape Riyadh has provided the Saudi real estate community events within the Kingdom that are recognized internationally. As development plans and investment continues to occur unabated within the Kingdom, Cityscape will continue to support the market through value orientated exhibitions and other networking events.

SHOW PROFILE
Numbers of years show has run 2 years Venue Jeddah Center for Forums and Events Date 7 9 June 2010 Event Floor Space occupied Over 10,000 sqm Number of Exhibitors 94 Number of Participants 9,526 Average Days Attended 1.6

THANK YOU TO OUR CITYSCAPE JEDDAH 2010 SPONSORS AND SUPPORTERS.

Principal Sponsor Silver Sponsor Conference Investment Sponsor Awards Sponsor Organized by Supported by In cooperation Venue with

POST-SHOW REPORT 2010

EXHIBITOR PROFILE
Real Estate Developers: Residential Oce Commercial Hotel & Leisure Retail Industrial Real Estate Investors: Banks Financial Institutions Investment Companies Pension Funds REITs Venture Capitalists Insurance Companies Hedge Funds Fund Management Companies Asset Management Companies Sovereign Wealth Funds Private Investors Cities and Regional Authorities: Investment Promotion Agencies Economic Development Authorities City Promotion Agencies and Authorities Location Marketing Agencies Regional Development and Investment Zones Inward Investment Organisations Real Estate Owners Property Advisors Real Estate Solution Providers Real Estate Development Consultants Architects Designers Urban Planners Consulting Engineers Contractors Construction Companies Project Management Companies Corporate End Users Retailers

EXHIBITORS BY COUNTRY

The number of attendees exceeded our expectations and they were more customerand industry- centric. We surpassed our housing nance booking, reservation and application targets by 200 per cent. We will denitely come back for Cityscape Jeddah 2011.
Saleh Al Humaid, Marketing and Communications, Amlak International

Reasons for Exhibiting:

Success of Exhibitors:

100 % To meet new clients 69 % To raise prole of company/

organization

88 % of exhibitors would recommend

exhibiting at Cityscape Jeddah

82 % of exhibitors considered Cityscape

Jeddah to be the leading event of its kind in the country

50 % To establish a presence in a new

market

44 %

To show completion and delivery of your projects

82 % of the exhibitors rated the quality of

visitors to be very good

38 % To look for investors 31 % To meet partners for joint

ventures

58 % of exhibitors stated that by

exhibiting at Cityscape Jeddah, their business prospects in the region or internationally improved

We were able to achieve 50 per cent booking and sales applications for our The Rabwa in Makkah and Dorat Al Sharayi projects via Cityscape Jeddah. We benetted from the targeted audience the event brought in.

Eng. Abdulhadi Mohammed Al Rasheedi, General Manager, Aqarat Real Estate Development (Alesayi Group)

POST-SHOW REPORT 2010

VISITOR PROFILE
Institutional Investors Banks and Financial Institutions Real Estate Investors High Net Worth Individuals Commercial Residential Real Estate Dev. Real Estate Owners Real Estate Advisors Investment Promotion Agencies Architects and Designers Real Estate Portfolio Managers Real Estate Solution Providers Project Managers and Directors Municipal & Regional Govt. Authorities Construction Companies Senior Executives of key organisations involved in the design and construction of: Hotel and Leisure Developments Oce Towers Residential Developments Marina and Waterfront Projects Development Projects Government and Civic Buildings Leisure and Theme Parks

VISITORS BY COUNTRY

Algeria, Australia, Bahrain, Belgium, Canada, China, Cyprus, Egypt, Finland, France, Germany, Hong Kong, Hungary, India, Indonesia, Ireland, Italy, Japan, Jordan, Kuwait, Lebanon, Malaysia, Netherlands, Nigeria, Norway, Oman, Pakistan, Portugal, Qatar, Saudi Arabia, Singapore, South Africa, Spain, Sudan, Sweden, Switzerland, Syria, Turkey, U.A.E., U.K., U.S.A., Yemen

VISITOR FEEDBACK
Interesting Statistics What were the prime reasons for attending this event?

95% of visitors intend to visit again next

year

87% Keep up to date with projects and

players in the market

89% of visitors stated that the event

attracts high-quality/industryleading exhibitors

62% To seek business & investment

opportunities

82% stated that the event is a prestigious

and leading event in the real estate industry

54% To meet service providers (architects,

consultants, project managers, etc.)

33% Meet potential/new business partners 77% of visitors feel the event enhances
their work and knowledge

18% To establish joint ventures

There is no doubt that there are enormous opportunities available in the Saudi property market, given the strong response to Cityscape Jeddah this year. The implementation of the much-awaited mortgage law will have a positive impact on real estate and their values and will give a boost to more aordable housing, which is in high demand locally. There is a need, though, for the private and public sector to come up with new ideas and solutions to realize broader construction of aordable homes, and Cityscape Jeddah provided a platform for them to initiate discussions in this regard.
Jurgen Herre, Head of Hines - MENA

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WHAT WERE VISITORS INTERESTED IN SOURCING FROM THE EXHIBITION?

VISITORS BY JOB TITLE

VISITORS NATURE OF BUSINESS

25%

35%

20% 30%

25% 15% 20%

10%

15%

10% 5% 5%

0%

0%

Investment Opportunities Architectural Design Consultancy & Engineering Contracting Project Management Joint Ventures & Partnerships IT Solutions Leasing Opportunities & Property Management Energy Management Other

53% 14% 13% 5% 3% 2% 2% 2% 1% 5%

President/Chairman/Owner CEO/MD/GM/Directors Department Heads/Area Manager Architect/Engineer Consultant/Advisor Other

8% 23% 23% 6% 5% 20%

Real Estate Developers Real Estate Investment Real Estate Services Building and Construction Cities and Regional Authorities

36% 18% 28% 17% 1%

Senior Manager/Director/Manager 15%

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NETWORKING FUNCTIONS Cityscape Awards for Real Investor Round Estate in Saudi Arabia Tables
The Awards rewarded excellence in the Saudi real estate industry by recognising projects that have shown outstanding designs, performance, vision and achievement in the region. Industry professionals attended to celebrate and acknowledge those who have already set high standards of the industry. The winners of the 2010 coveted Cityscape Awards for Real Estate in Saudi Arabia were:

Across the three days of Cityscape Jeddah 2010, senior level local, regional and international real estate investors and developers participated in the exclusive Investor Round Table forums and discussed issues, opportunities and challenges in the Saudi real estate market. The following Investor Round Table forums took place:

Cityscape Jeddah Conference

250 delegates representing the whos who of Saudi Arabias real estate investment and development communities gathered at the Jeddah Hilton Hotel for 3 days. This strategic aair proved to be the most high-level gathering of the Kingdoms real estate scene and attendees discussed and debated the sectors requirements, capitalised on opportunities, forged business partnerships and created strategies for aligning real estate market growth with Saudi Arabias economic development. Some of the notable speakers included: Abdulgader Amir, Former Vice Mayor of Jeddah and VP Jeddah Development and Urban Regeneration Company Abdullah Al Howaish, MD of Amlak International Abdulrahman Alharthi, CEO and MD of the MENA Financial Group Ahmed Al-Khateeb, CEO and MD of Jadwa Investment Ayedh Farhan Al-Qahtani, Chairman of Sumou Real Estate Dr. Saleh Jameel Malaikah, Chairman of RUSD Group Hasan Al Jabri, Board Member, Chairman and MD Investment Banking of NCB Capital Jan Willem Plantagie, of Standard & Poors Middle East Khalid Al Othman, CEO of Saudi Mubadara Omar Jaroudi, CEO of Shuaa Capital Sulaiman Al Assaf, CEO of Middle East Investment Company Sultan Ahmed Faden, Head of Founding Group - Saudi Green Building Council Walid Al Murshed, Country Manager and Sr. Investment Ocer MENA from International Finance Corporation Yasser Abu Ateek, General Manager of Dar Al Tamleek

Best Waterfront Development (Future) Esmeralda Village, King Abdullah Economic City by Emaar Commercial & Retail Project Award (Built ) Hayat Mall by Alandalus Property Company Commercial & Retail Project Award (Future ) Khozam Palace Regeneration Project by the Jeddah Development & Urban Regeneration Co. Residential Project Award (Future) Jeddah Gate Project by Emaar Middle East Best Urban Design & Master Planning Award Jeddah Gate by Emaar Middle East

w Saudi residential market Navigating w investing inthe legal landscape for Saudi Arabia real estate w Hospitality and religious tourism

The conference was an important gathering of real estate specialists from dierent sectors, including government, banking, real estate development, consulting and environment. Cityscape conferences are premier regional summits on real estate bringing together top specialists from dierent industries.
Oscar Silva, Former Chief Executive Ocer, GIB Financial

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MARKETING & PROMOTION

Cityscape Jeddah was more than just a three day event. Our marketing campaign began 12 months prior to the event and an extensive marketing plan was executed with precision. A wide variety of mediums were used to further promote and enhance the presence of Cityscape Jeddah. This lead to signicant media coverage prior, during and after the event. The total marketing and PR campaign value for the year 2010 was valued at over $2,750,000
Television A key aspect of the overall
Cityscape marketing strategy is a comprehensive pre-event advertising campaign on leading international and regional television channels, including CNN and Al Arabiya, with a guaranteed reach of over 269 million households. Onsite, the event was covered by recognised international, regional and local news channels ensuring strong event coverage during and after the show dates.

Print Advertising The Cityscape Jeddah

marketing strategy consisted of a print advertising campaign which extended itself across the leading local and regional trade publications, magazines and newspapers. A total of 62 advertisements appeared as part of the event promotion campaign, covering 38 of the regions most renowned titles with a cumulative circulation of 1,242,141. Some of the prominent titles that carried Cityscape Jeddah 2010 advertisements included:

Radio Cityscape Jeddah tied up with the

countrys most popular radio station MBC FM, catering to the Arabic speaking audiences. The radio campaign at MBC FM helped in reaching out to 46% of the Saudi population and the events local target audience in the form of advertisements.

Newspapers:
Al-Eqtisadiah, Arab News, Asharq Al Awsat, Al-Riyadh, Okaz, Al-Jazirah

Exclusive:
Cityscape Jeddah newspaper supplements were taken out by Al- Eqtisadiah, Asharq Al Awsat and Al-Riyadh guaranteeing reach to over 304,487

Email Cityscape has built an opt-in database of over 350,000 investors and industry professionals spanning 160 countries. They are kept updated with event and industry information via e-bulletins, updates and reminders that are sent out on a regular basis.
423,675 emails were sent in various promotions including promotional emails sent out by our media partners to their subscribers, individually targeting segments of the target audiences with customised messages to suit the viewers prole. The email campaign was further supported by a viral marketing campaign, which not only allowed visitors to pre-register themselves as a visitor, but also invited colleagues to attend the event through automatically generated customised emails.

Magazines:
ACARI Magazine Al Benaa Al Eqtisadiah Al Arabiya Afaq Argaam Al-Iktissad Wal Amal Amwal Business Islamica Business Pioneer Magazine Capital Magazine CEO CIJ Developers & Builder Alliance EMEA Emporis Eurekahedge & Eureka Private Equity Executive Magazine FIABCI ISI Emerging Markets MONEYworks MONEYworks Al Arabiya Oxford Business Group Osool magazine Proleads Russian Emirates Saneou Al Hadath Trends

Postal Mailings Cityscape invests heavily on ensuring that every record on our database is updated regularly, helping the marketing team to reach out to more than 350,000 unique records in a targeted and personalised fashion. Catering to the needs of right segment of audiences with the right message, Cityscape boasts one of the worlds most advanced database management systems that supports the largest portion of Cityscapes strategic marketing campaign.
The mailing campaign for the 2010 edition of Cityscape Jeddah comprised a variety of collateral including Postcards, Visitor tickets to local, regional and International audience, and personalized invitations :

w w w w

Postcard to internationals Quantity: Visitor Tickets Quantity: Letter to pre-registered visitors Quantity: Postcard inviting non pre-registered Quantity:

2,058 26,573 527 8078

The Conferences marketing campaign reached out to more than 58,951 individuals via email, direct mail, print and online advertising and in addition invitations were sent to partnering associations, sponsors, exhibitors and speakers to further distribute to their clients and add more prominence to their participation at the show.

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MARKETING & PROMOTION

Website The Cityscape website is one of the primary mediums through which the event is promoted all year round. Cityscape Jeddah website is updated on a daily basis and keeps visitors up to date with details of the event and has an average website visitor count of 39,048 page views* per month, which includes 9773 unique visitors* in total. *source: Urchin Online Advertising The Cityscape marketing team worked closely with leading business portals from around the globe to ensure the event reached their subscribers and visitors through web advertising and targeted email campaigns, contributing to 507,632 page views the Cityscape Jeddah website received in one year. Outdoor advertising Cityscape Jeddah
marketed to the public 24 hours a day, seven days a week prior to the event by the use of outdoor advertising to create brand awareness. The unipoles and lamp posts were strategically located on selected locations in Jeddah city which had high volumes of trac at all times. A proven, yet popular means of quickly communicating the message directly to the right set of audience, the Cityscape Jeddah 2010 message reached 5,535 unique contacts through the fax campaign in two stages, contributing signicantly towards increasing awareness, and resultantly gaining additional visitor pre-registrations.

Telemarketing
Cityscape has a dedicated team of industry specic, knowledge rich telemarketers that personally invite key delegates and industry professionals to ensure their attendance. More than 3,500 top job titles, investors and decision makers were contacted via telephone prior to the event.

Fax Based on the surveys conducted by

Cityscape, many of the Saudi investors and senior real estate professionals in this emerging market like to receive information via fax to be able to quickly access and response to the information sent. For this reason we ensure that our information is also sent via a series of timely fax broadcasts.

SMS Cityscape sends out regular updates to its opt-in database of mobile phone users via SMS broadcasts. With research showing 94% of all text messages sent are read, the campaigns proved to be an eective tool for keeping visitors up to date with the progress of the event. 8,608 messages were sent out reminding targeted audiences about their participation at Cityscape Jeddah 2010.

Social Media
Social media sites have become extremely popular in todays digital age. Capitalising on this new, cost-free era, Cityscape Jeddah has created a number of groups on sites such as LinkedIn and Twitter to facilitate discussion between senior-level real estate professionals and create brand awareness.

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PRESS MEDIA RELATIONS

Al Yaum Albawaba Al-Bilad Al-Eqtisadiah Newspaper Al-Majd TV Al-Rayah Al-Riyadh Newspaper AME Info Arab News Arabianbusiness Architect Magazine ASDAA Asharq Al Awsat Asharq Al Awsat Newspaper CNBC Al Arabia JordanLand Magazine Okaz Newspaper Real Estate TV Rofessionals Rotana Khaleeji Saudi Gazette Shams Newspaper Thomson Reuters World Report Zawya Cityscape employs one of the most recognised PR agencies in the Middle East. Together with the help of their middle east network of aliate oces they manage the events local and regional press activities. The total value of media coverage received by the event in 2010 was SAR 11,096,800, with 1,720 clippings, which included: Interviews and features before and during the event in: Al- Eqtisadiah Asharq Al Awsat Arab News Al-Riyadh Al Jazirah AMEinfo Cityscape TV Onsite presence of over 80 journalists and reporters to cover the event, representing leading names in print online and electronic media, including: Acari Magazine Akhbar Al-Arab Al Arabiya TV Al Bayan Al Emarat Al Youm Al Eqtisadiah Al Fajr Al Hayat Newspaper Al Jazirah Al Khaleej Al- Madina Newspaper Al Riyadh Al Seyassah Al Watan Daily

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MEDIA PARTNERS
Global Supporting Association Supporting Partners Ocial Media Partners

International Broadcasting Partner

Regional Broadcasting Partner

Ocial Arabic Newspaper

International Media Partners

Regional Media Partners

POST-SHOW REPORT 2010

FUTURE DATES AND VENUE

11 13 June 2011 Jeddah Center for Forums and Events Saudi Arabia

CONTACT DETAILS
IIR Middle East Tel: +971 4 336 5161 Fax: +971 4 335 1891 Email: cityscapejeddah@iirme.com Web: www.cityscapejeddah.com

ORGANISER

Research Compiled by
All gures have been independently compiled by MARCOM. MARCOM is the leading provider of event technology solutions for the exhibition & events industry in Saudi Arabia, supporting major event organisers in the region. MARCOM is a one stop service centre, providing solutions for all event database management, registration and marketing requirements, with over 10 years of experience working with the most recognisable event organizers in the industry.

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Cityscape Products

BLME became involved in Cityscape Jeddah with the objective of widening our GCC contacts. This was achieved. The reason Cityscape Jeddah is an important platform to network is because there are a good number of decision makers who attend.
Humphrey Percy, President, Bank of London and the Middle East