DWTC appoints We Are Social to run social for its Free Zone and Hospitality arms.

Dubai World Trade Centre has appointed We Are Social to lead social media strategy and creative development for its Hospitality and Free Zone business units. The agency has been working on the account for some months, according to the announcement.

The work covers strategic planning, creative development, content production and community management. For DWTC Free Zone, the aim is to position the business as more than a licensing and workspace provider, presenting it as a connected ecosystem for entrepreneurs, start-ups and established companies, with content tailored to TikTok, Instagram and LinkedIn.

For DWTC Hospitality, the direction is built around the people and craft behind its catering and hospitality services, under the line "Time Spent, Time Elevated". Planned formats include chef-led content, short docuseries, creator-hosted gatherings and behind-the-scenes access.

Marc Haslam, Vice President of Marketing Communications at DWTC, said the focus is on more distinctive content that reflects each business's strengths. Aurelien Fonteneau, Managing Director at We Are Social, called DWTC more than an icon of the city and said the role is to turn that into social-first stories. Campaign Middle East and Communicate both reported the appointment on 5 November.

Neither report gives the contract value, length, whether a pitch took place, or the previous agency. For Gulf marketers the notable point is the split: two units of one venue group get different audiences and platform mixes, rather than one corporate social voice.