Integrated communications agency Quill has overseen the digital outreach and live content execution for Make it in the Emirates 2026, the UAE’s premier manufacturing and industrial development forum. Hosted at ADNEC Abu Dhabi from May 4 to 7, the latest edition marked the event’s largest scale to date, gathering more than 1,200 exhibitors and welcoming upwards of 145,000 attendees from across multiple sectors.
Following its involvement in the previous edition, Quill returned with a broader responsibility focused on expanding audience engagement, increasing registrations, and strengthening the UAE’s reputation as a reliable destination for industrial investment and business expansion. The communications approach centred on highlighting the country’s economic resilience, innovation ambitions, and long-term growth strategy.
The agency managed the event’s complete online communications ecosystem, covering campaign planning, visual storytelling, social platform management, paid media deployment, performance optimisation, and on-ground real-time coverage. Over 60 specialists from the agency worked throughout the venue to document keynote moments, leadership appearances, partnership announcements, product showcases, and sector discussions taking place during the exhibition.
This year’s edition of Make it in the Emirates generated AED 372 billion in agreements, investments, and commercial commitments, alongside more than 200 signed partnerships and development initiatives. Small and medium-sized businesses accounted for 61 percent of participants, underlining the platform’s importance in supporting entrepreneurship and industrial advancement across the UAE.
Among the campaign’s major content initiatives was “Off the Record,” a live interview series produced directly from the exhibition floor. The programme featured executives, founders, and industry decision-makers discussing manufacturing trends, industrial innovation, investment opportunities, and the UAE’s evolving role within the global production economy.
Across the campaign period, the initiative achieved more than 140 million digital impressions and reached over 32 million users through official event platforms. The results amplified the visibility of Make it in the Emirates among investors, manufacturers, entrepreneurs, and international business audiences while reinforcing the UAE’s standing as a forward-looking centre for advanced industries.