Pampers celebrates 30,000th family visitor to Baby Stages of Development Train with three new tour dates announced
Pampers is celebrating the success of its ground-breaking Baby Stages of Development Train which has proved so popular it will be extended to three more cities. The tour has enlightened more than 30,000 family visitors from across Saudi Arabia with its invitation to experience the world from a baby's perspective. For Pampers, the public education campaign opens up a greater share of the 'booming baby' retail sector, with diaper business valued at SR one billion and growing by up to four per cent annually as the young population increases.
The Pampers Baby Stages of Development Train will visit Gant hypermarkets in Houfof from 18 February to 3 March, Abha from 11-24 March and for the second time, Jeddah from 1 -14 April.
"We have reached out to more than 30,000 Saudi parents in a highly engaging, fun and memorable way that helps them gain an in-depth and first hand understanding of how their baby will develop," says Ahmed Al Kuhlani, Marketing Manager of Pampers, Saudi Arabia. "From a business perspective, we've also got the world talking about the pioneering public education programmes taking place here in Saudi Arabia and our leadership position in this sector.
"The success of the campaign has been noted by our worldwide partners for its best-in-class approach and innovative targeting of the Saudi family market. We have really raised the bar in terms of the quality of consumer marketing in the Kingdom and created a powerful experience for families in line with their expectations from Pampers. The new tour dates have been added to ensure as many families as possible can benefit," he adds.
As the Train concludes a successful stop in Khobar, parents across the Kingdom have praised the innovative campaign which runs in partnership with the Ministry of Health. Al Kuhlani highlights customer research quotes from Jeddah families: "An excellent and informative session. I now understand how my baby would feel and experience the new surroundings that we live in". Another family comments: "A very thoughtful idea! An excellent experience".
The Train, which toured Saudi Arabia during December, January and February, is a three part, 432 square metre experience centre created by Pampers to demonstrate three stages of a baby's development, from newborn to toddler.
Concept of the Train:
Pampers designed the Train to help parents develop a comprehensive insight into how their baby will develop through three major stages, Pampers New Baby, Pampers Active Baby and Pampers Lets Go. The stages correspond with three diaper ranges from Pampers, each of which have been specifically designed to meet the needs of a baby at different ages.
Each month, a baby develops in a number of different ways, mentally, physically and socially and acquires language at the same time. This makes for an ever-changing, complex and unpredictable world for mother, father and baby and a lack of understanding of development stages can lead to a negative experience for the parents.
"A baby's development can be a challenging experience for both new and experienced parents but Pampers is on hand to help Saudi families understand the changes their baby will go through, support its development more effectively and ultimately create a more enjoyable experience for both parent and child,'" said Al Kuhlani.
Pampers is proudly manufactured in Saudi Arabia by Modern Products Company (MPC). The Pampers manufacturing plant, which is located in Jeddah, was built in 1982 with an investment of SR 480 million and is one of the most advanced diaper plants in the world. Pampers also takes pride in being a partner with the Saudi Ministry of Health in numerous health education campaigns such as "Loved you the day I had you" which educates pregnant mothers on the healthy practices during pregnancy and after their baby is born, and the "Read aloud" campaign which encourages parents to read to their children from early age to enhance their mental development and concentration ability.
For more information, families in Saudi Arabia can call Pampers' toll free number - 800 244 0039.
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For more information please contact:
Antony Newton
Impact Porter Novelli Dubai
Associate Director
Tel: + 9714 330 4030 x 421
Mobile: +97150 5593683
Email: a.newton@ipn.ae
Walid El-Shahed
Impact Porter Novelli Saudi Arabia
Senior Consultant
Tel: +9661 465 3550 Ext. 28
Mobile: +96650 6427005
Email: w.elshahed@ipnsaudia.com
© Press Release 2006
