Trax and Almarai bring a two-month ice cream festival to summer
Trax has partnered with Almarai for a two-month summer programme of branding and activations centred on an ice cream festival experience for the destination’s visitors.
A summer partnership made for participation
The collaboration places Almarai within one of Trax’s most energetic seasons. Over two months, the partnership combines brand presence with visitor-facing activations, creating a summer experience designed to feel integrated with the destination rather than separate from it.
Branding that becomes part of the day
At Trax, brand partnerships can live across multiple moments: before or after a match, during a family visit, alongside children’s activities or as part of an evening out. That variety gives an activation room to build familiarity through genuine guest experiences.
Creating reasons to return throughout summer
The two-month format allows the festival to become part of the season rather than a single-day appearance. It supports Trax’s ambition to keep the destination active, relevant and full of reasons for guests to return.
