JK Digital
Marketing

Horse Expo

Sahel Edition

A Mediterranean luxury lifestyle festival built around Arabian horses

Scope & Pricing

20–23 August 2026

Ghazala Resort · North Coast, Egypt

Prepared for Northline · by JK Digital Marketing

The Read

Five weeks. This is a sprint, not a campaign.

The brief was issued five weeks out. That changes what is realistic — and we plan against reality, not against a number that looks good in a deck.

5weeks from signature to the first day of the event

10,000target attendances across four days

~366Arabian stud farms in Egypt — a base in the thousands, not tens of thousands

31news and digital platforms in our press network

The 10,000 attendances will not come from the horse-owner community — that base numbers in the thousands. We treat it as the authentic core and the content story, then build volume in rings around it: the affluent North Coast season crowd at peak, and Gulf visitors already in Egypt. Credibility from the core, volume from the season.

The engine is Arabic-first content. Arabic content materially outperforms with this audience. Paid media, creators and ad copy are Arabic in the first instance, with English secondary — not the other way round.

An elegant evening crowd on the Mediterranean coast

The real audience: an equestrian core, wrapped in the season crowd.

A Condition — Before Any Number

The media budget is not conditioned on attendance or ticket sales

This is a condition of engagement and we ask for it in writing. The reason is simple arithmetic.

300,000÷10,000=30

EGP 30 to acquire one attendee

Not a realistic figure in any ad market. The true cost of acquiring an actual attendee for a luxury event — from awareness through registration to turning up on site — is several times that.

An agency that accepts being measured on that number has either not done the arithmetic, or knows it will not hit it. So we put our commitment where we can actually deliver: reach, impressions, views and engagement among the audience genuinely interested in an event like this.

We commit to

Maximum achievable reach and distribution within the budget
Precise targeting of equestrian, luxury-event and North Coast season audiences
Highest achievable view-through and engagement rates on the content
Driving interest and qualified traffic to the registration page
Full transparency on numbers, with an itemised spend report

We do not commit to

A specific number of tickets sold
A specific number of people through the gate

Actual attendance is driven by factors outside advertising's control: ticket price, how easy the registration platform is, how compelling the programme is, weather, traffic, and competition for the same dates. Advertising delivers the message and generates interest — it does not control the final decision to attend.

Scope

Scope of work

Six workstreams we own end to end — and no promises beyond what five weeks can actually deliver.

Strategy & creative direction

Campaign platform and core message in Arabic and English, content pillars, a message map per audience segment, and a week-by-week launch plan.

Digital presence build

Event accounts created from zero and fully set up, Meta Business Manager connected, pixel, tracking and conversions configured.

Social content design

Posts, stories, covers, motion graphics and ad creative in every format — built on the visual identity supplied by the client.

Channel & campaign management

Pre-approved content calendar, daily publishing, community management, plus daily campaign build and optimisation.

Influencers

Creator activation across three tiers, weighted across the event days — density at opening, continuous presence throughout, and a second peak at closing.

PR & earned media

Publication across 31 news and digital platforms, on their sites and their social channels, in waves timed to the campaign phases.

The horse arena at night on the Mediterranean shore

Four tentpole nights · eight districts · an event shot as it happens.

Investment

Pricing structure

Four strictly separate categories. Working budgets are never deducted from the agency fee, or the reverse — every media pound is spent in full on the platform.

Agency fee

Our work

Strategy & creative direction

Campaign platform · core message · content pillars · weekly launch plan

85,000

Digital presence build from zero

Three platforms created and set up · Business Manager · pixel and tracking · handover of all access

60,000

Social media content design

Posts · stories · covers · motion · ad creative in every format — Arabic and English

85,000

Full channel management

Weekly calendar · daily publishing · Arabic/English copy · community management · monitoring and escalation

120,000

Reporting & sponsor media-value ledger

Weekly performance report · documented exposure per sponsor · full post-event report

Included

Total fixed fee350,000

Campaign management — 15% of media budget. It scales with spend: 45,000 on a 300k budget · 75,000 on 500k · 105,000 on 700k.

Paid media & influencers

Client budget — we deploy it and document the spend

1 · Paid media

Package	Budget	Est. impressions	Est. unique reach
Base	300,000	4–6 million	1.5–2.5 million
Recommended	500,000	7–10 million	2.5–4 million
Maximum	700,000	10–14 million	3.5–5.5 million

Stated plainly: a 300k budget is moderate and workable, and will produce good results in the Egyptian market — but it is not the optimal budget. High-quality targeting costs more than broad targeting, and every increase translates directly into reach. Targeting: all of Egypt, with a dedicated segment for Gulf nationals resident in or visiting Egypt. (The Gulf as a standalone market is deferred to the next edition.)

2 · Influencers

Tier	Following	Fee per appearance
A — Headline creators	Over 3 million	90,000
B — Mid tier	1 to 2 million	60,000
C — Niche specialists	500k to 1 million	35,000

Important — these fees exclude travel and accommodation. Creator transport, accommodation on the North Coast and event access are borne in full by the event and arranged by the client. The fees above cover the appearance and the content only.

Package	A	B	C	Total creators	Cost
Base	2	1	2	5	310,000
Recommended	2	4	4	10	560,000
Maximum	4	5	6	15	870,000

Weighting across the days: opening day carries double the count · 1–2 creators present continuously through the event to build the scene · a second peak on the closing day. Final names are confirmed one week before the event based on real availability and audience fit, with freedom to rebalance between tiers inside the agreed package ceiling.

What the content sells is an experience, not a ticket.

Press & Earned Media

C · PR and press distribution

A standing distribution network of 31 news and digital platforms. Each release publishes on every platform's website and its social channels — not a single link, but simultaneous coverage across the whole network.

200,000per wave — all 31 platforms included A wave is one release published in parallel across the entire network, on both websites and social channels.

News platforms · 24

Al GomhuriaAkhbar El YomSada El BaladAl MasaaAl BorsaAl MalAhl MasrTahya MasrEgy PodcastAmwal Al GhadAl ZamanAl AhramYoum7Al Masry Al YoumAl OsboaMobtadaAl ShoroukBaladna Al YoumAl GomhourTrendReel DubaiNewsroomAl FagrAl MusawwarDar Al Hilal

Digital platforms · 7

CairobuzzUncaged MagazineThe StalkersThe Spotlight MagazineAfter8 MagazineThe Super MagazineInside News

Wave plan

Wave	Timing	Content
1	Week 2	Event and identity announcement
2	Week 4	Programme, line-up and sponsors
3	Event week	Opening and coverage
4	Event week	Arabian Night and Gala
5	Post-event	Wrap-up and legacy

Packages

Package	Waves	Cost
Base	2	400,000
Recommended	3	600,000
Maximum	5	1,000,000

Note: pricing excludes platform attendance at the event. Journalists physically on site are quoted separately.

Held items

Quoted after the site visit

Video production · live coverage during event week

We cannot determine the equipment and crew required — and therefore the cost — before inspecting the venue. Quoting on video count alone is inaccurate and misleading, because the real cost is driven by equipment, crew size, and the nature and scale of the site.

Option oneA detailed walkthrough video covering all eight districts

Option twoA scheduled on-site inspection

We will return a quote within 48 hours of receiving the video or completing the visit. This item is on the critical path — every day of delay cuts into the production time available before the event.

Yachts off the Mediterranean coast at golden hour

Summary

Investment summary

Three complete packages. Figures exclude video production and live coverage, which are held pending the site visit.

Base

1,405,000EGP

Agency fee395,000
Paid media300,000
Influencers · 5310,000
PR · 2 waves400,000

7% of the revenue target

Recommended

2,085,000EGP

Agency fee425,000
Paid media500,000
Influencers · 10560,000
PR · 3 waves600,000

10.4% of the revenue target

Maximum

3,025,000EGP

Agency fee455,000
Paid media700,000
Influencers · 15870,000
PR · 5 waves1,000,000

15% of the revenue target

Ratios are calculated against the event's stated revenue target of EGP 20 million. All three sit within a sensible range for a first-year event building an asset intended to run for several editions.

Terms

Terms and requirements

Payment

Agency fee: 60% on signature · 40% before event week
Paid media: in full before launch
Influencers: 50% on contracting each creator · 50% on the day they arrive at the event
PR: in full before each wave

Engagement terms

Content approval within 24 hours maximum. Given the compressed timeline, approval delays directly affect results and are not the agency's responsibility.
Two rounds of revisions per asset are included. Anything beyond that, or a change of direction after approval, is quoted separately.
The client owns the accounts — handed over with full access and credentials at the end of the engagement.
Cancellation or postponement: fees for work completed to the date of notice are non-refundable · unspent budgets are returned in full.
No competing event will be represented by us in the same window.

Not included

Creator travel, accommodation and event access — arranged and funded by the event
Filming and drone permits — obtaining these is the venue management's responsibility, since the permit is issued to the location rather than to individual crew. We require confirmation that a valid permit is in place before scheduling any aerial filming.
Third-party music and stock licensing
Printing, signage and any physical materials on site
Press platforms attending in person
Visual identity design — supplied by the client

What we need from you

Immediately: complete brand identity files, renders and all available assets
Immediately — critical path: venue walkthrough video or a site-visit date
Before ads launch: a live, working registration link · Meta Business Manager access
Week 1: confirmed sponsor list and their contractual media obligations
Immediately: one authorised decision-maker as point of contact

Most important: advertising without a working registration link wastes budget. We will not launch conversion campaigns until the registration destination is live.

A luxury beach club on Egypt's North Coast at sunset

Five weeks start the moment we sign

We need the walkthrough video or a site-visit date to close the last line item, and the registration link before ads go live. Beyond that, we are ready to start immediately.

JK Digital Marketing Horse Expo — Sahel Edition · 20–23 Aug 2026

GHAZALA RESORT · NORTH COAST · EGYPT