Themed “Fail Forward,” the 7th edition of Ithra’s annual flagship design conference, Tanween, invited creatives from around the world to explore how challenges act as catalysts for innovation, advancing and pushing the boundaries of design.
Through a series of panel discussions, workshops and exhibitions led by a diverse group of international designers and experts, Tanween fostered cross-cultural exchanges and provided fruitful opportunities, reinforcing Ithra’s commitment to support the next generation of creatives. To promote the week-long conference and satellite initiatives, Flint Culture developed and ran a global communications and positioning campaign, driving engagement with both regional and international audiences and establishing Tanween as MENA’s leading incubator for design innovation.
The campaign was built around key communications milestones, from announcing the theme to post-conference, to maintain momentum. It featured executive profiling of Tanween’s spokespeople, underscoring Ithra’s in-house expertise through in-depth interview features in regional and international lifestyle, design and art publications such as I-M Magazine, Elle Arabia, Arabian Moda, Scale Magazine and Design Middle East.
Additionally, the campaign leveraged Ithra’s participation in global design events like Milan Design Week, Dutch Design Week, and Dubai Design Week to boost media and industry awareness of Tanween. A press trip brought 5 regional journalists to Ithra, providing them access to Tanween’s programming and leading representatives, including a roundtable discussion on MENA and KSA’s design landscapes and the role of Tanween within the sector.
Further information about the 7th edition of Tanween is available on Ithra’s website.
