INSITE OOH Media Platform

In the lead-up to Emirates Super Saturday, the Dubai Racing Club has rolled out a digital campaign across the city, spotlighting one of the region’s most anticipated horse racing events.

The campaign, which dominates roadside digital screens, creates anticipation for the 28 February 2026 race day at Meydan Racecourse with clarity, speed, and prestige.

The midnight black background establishes the visual identity, underscoring the heritage and prestige of the Emirates Racing brand. On the right side, the dynamic race image features thoroughbreds in mid-stride action – frozen in the heat of competition. On the left side, the clean typography communicates the necessary information: Emirates Super Saturday, date, location, and direct “Book Now” call-to-action to dubairacingclub.com.

The significance of this events and exhibitions campaign lies in its confident ownership of its category. In terms of strategy, the deployment of large-format digital screens maximizes visibility along high-traffic routes in Dubai. The motion-enabled format enhances the presence of the campaign, allowing the event to feel contemporary and imminent rather than static. Against the backdrop of Dubai’s ever-changing skyline, the digital boards resonate with the city’s hunger for drama, an apt setting for a race day that historically sets the tone for the Dubai World Cup season.

With race day approaching, the campaign draws onto the build-up phase, when audiences are planning their calendars and premium social outings. Emirates Super Saturday is more than a sporting occasion; it is part of Dubai’s social and cultural events. The digital campaign embodies this status.

Based on the magnitude of the digital presence, Emirates Super Saturday is definitely getting noticed. The use of high contrast, serif headline fonts, and images of the live races is a testament to the heritage aspect of the event, while the “Book Now” CTA is firmly rooted in the current times.

The ad hit Dubai’s digital screens in the first week of February.