UK travel retail staffing and experiential marketing specialist, Blackjack Promotions has joined forces with Emirati ‘people solution provider’, Dulsco, to launch a Middle East joint venture, Blackjack MENA (Middle East and North Africa) powered by Dulsco.
“The joint venture has been created to deliver 21st century staffing and experiential solutions for retailers and brands targeting both affluent Middle Eastern consumers and world travellers who pass through the region’s airports,” says Blackjack Promotions.
Based in Dubai, the new joint venture, Blackjack MENA powered by Dulsco, combines the manpower and training skills of both companies to bring ‘global, modern outsourcing strategies and a creative approach to the experiential journey of passengers in the UAE’, says the new entity.
It sources travel retail brand ambassadors, staff for events, airport hosts, facilitates field marketing and experiential activations.
Blackjack boasts more than 20 years of experience providing brand ambassadors, specialist trained retail staff and experiential activations for global brands across Europe, particularly in airports.
EIGHTY-THREE YEARS OF EXPERIENCE
Dulsco, which has been supporting communities in the United Arab Emirates (UAE) and neighbouring countries for 83 years, currently has 14,000 employees on its books and 580 headquarters staff.
Blackjack MENA powered by Dulsco is led by David Stockton, CEO and Managing Director of Dulsco, and Antony Marke, Group Managing Director of Airserv, which trades under the name Blackjack Promotions. The day-to-day operation of the new UAE operation will be overseen by Blackjack Managing Director Jason Miles.
“We’re delighted to be partnering with Dulsco, which is one of the most innovative and respected staffing providers in the region,” commented Marke.
“Blackjack already works across a number of Middle Eastern airports, particularly Dubai, for major international brands and airport operators, and with the support of Dulsco, we will be able to ramp up our presence and offer even more enhanced and innovative retail solutions to further support growth in a crucial sector of the region’s economy.”
Stockton adds: “At Dulsco, we are all about powering better communities – and companies, workplaces and even airports are just as much communities as towns and cities.
“We want to deliver relevant and effective solutions that make people’s lives better – so Blackjack’s ability to deliver people-based solutions that enhance passenger experience at the world’s biggest airports was a major factor behind setting up the new joint venture.
“We’ve been aware of them for many years, and we believe that both parties can contribute to growing the new company and helping the economic development of the region.”