Press Release

Shurooq launches ‘I Love Sharjah’ brand at ATM 2014

May 7, 2014

With "Jerboa" as character, new brand to promote Emirate’s tourist destinations with focus on desert tourism The Sharjah Investment and Development Authority (Shurooq) yesterday (Tuesday) launched the new brand ‘I Love Sharjah’ to promote the Emirate and its tourist destinations and leisure landmarks regionally and internationally. The Emirate’s new brand was launched by Shurooq during its participation in the Arabian Travel Market (ATM 2014), which concludes on 8 May 2014 at the Dubai International Exhibition and Convention Centre. The new brand, which has the slogan ‘I Love Sharjah’ in both Arabic and English and the ‘Jerboa’ as its logo, aims to highlight the UAE’s unique desert environment, which has always been an irresistible attraction for tourists that draw their attention during their travel between the many tourist destinations and attractions in the Emirate of Sharjah. The Jerboa is a small mammal that resembles a kangaroo and is also one of the fastest and most beautiful rodents. The selection of Jerboa, which is a common sight in the UAE deserts, as the logo of Sharjah, aims to focus on the desert environment. Ahmed Obaid Al Qaseer, Chief Operating Officer of Shurooq, said, “The launch of the Emirate’s new brand aims to promote tourist destinations in Sharjah as part of our efforts to draw more attention to tourist destinations that are developed by and under the management of the Authority. Usually, tourists and visitors are eager to buy souvenirs from the places and countries they visit, to give them as gifts to family and friends when they get back home. With the selection of the new brand’s logo, we contribute to consolidating the name of Sharjah in visitors’ minds and introduce them to the Jerboa, which is one of the most prominent sights in the local desert environment, so as to help save this animal and protect it from the risk of extinction.” He indicated that the selection of the Jerboa as the character of the new brand came after a study that involved experts in tourism promotion, media marketing and people interested in the UAE’s wildlife, who all ultimately agreed on the Jerboa as the logo, because it is one of the most common rodents in the UAE desert, and is also a fast and intelligent animal known for its resourcefulness. The Shurooq COO added that the committee tasked with the issue found that the little creature would be beloved by all, both children and adults, and would draw the attention of tourists and visitors. The new brand and its logo will be used through media and social networking sites, and will be available at shops and outlets in all tourist destinations in Sharjah. It will also be promoted in various exhibitions as well as in local, regional and international tourist and commercial events, through special booths and the stands of bodies that represent the emirate of Sharjah in these exhibitions and events. Furthermore, products that carry the brand name and its logo will be available at special kiosks in these destinations. These products include caps, t-shirts, pens, and medals, and many other products that will be launched gradually. Shurooq has announced the opening of the first kiosk to sell ‘I Love Sharjah’ products at Al Majaz Waterfront, where the kiosk will have many products bearing the new logo that are appropriate for different ages and at different prices that suit tourists and residents alike. Established in 2009, Shurooq strives to encourage investment in the emirate of Sharjah by adopting the best international standards in providing quality services that help attract investors from the region and the world. Shurooq's key mission is to provide facilities and incentives to help overcome obstacles facing investment activities in the emirate, evaluate tourism and investment related infrastructure projects, and lay down the necessary plans to complete such projects. In recognition of its overall accomplishments, Shurooq was named The Banking Awards 2013 - FDI Agency of the Year in the MENA region, in The European’s Global Banking and Finance Awards.
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