When global music sensation Ed Sheeran brought his chart-topping hits to the GCC, it wasn’t just a concert, it was a regional celebration. From the UAE to Bahrain and Qatar, the excitement was electric. Pulling off three massive events across these countries required careful planning, active ticketing solutions, and a highly coordinated team effort. Platinumlist played an important role in ensuring fans across the region had a smooth and memorable experience.

A Regional Music Spectacle

Ed Sheeran’s tour through the Middle East was a major highlight in the region’s entertainment calendar. Known for his global and magnetic stage presence, Sheeran captivated audiences at three key venues:

  • UAE: The OFFLIMITS Festival at Etihad Park, Yas Island, Abu Dhabi on April 26, where over 30,000 fans gathered to witness a night of musical brilliance. As Abu Dhabi’s first open-format music festival, it also featured acts like OneRepublic, Kaiser Chiefs, and Faithless, creating a truly diverse lineup.
  • Bahrain: The tour continued with a stop at the Beyon Al Dana Amphitheatre on May 2, drawing 10,000 enthusiastic fans.
  • Qatar: The final regional stop at the Lusail Multipurpose Hall, Doha on April 30, where another 10,000 attendees enjoyed Sheeran’s live performance.

Successfully managing these large scale concerts across multiple countries posed significant challenges, from ticketing coordination to marketing and on site crowd management. Platinumlist’s comprehensive approach was key to making it all come together.

Managing Simultaneous Event Launches

With all three concerts launched in the first week of December, traditionally one of the busiest times in the GCC event calendar, handling the surge in ticket sales was no small task. The Abu Dhabi event kicked off on the 4th, followed by Doha on the 5th and Manama on the 6th. Each launch needed to be flawless, with the website remaining fully operational despite high traffic volumes.

To ensure smooth operations, Platinumlist brought together its regional teams for precise coordination. Key measures included:

  • Advanced Website Management: Setting up a clear launch plan and implementing a robust queue management system to handle peak traffic.
  • Onsite Efficiency: Deploying dedicated teams to make entry fast and ensure a smooth ticketing process.
  • Marketing Coordination: Synchronizing promotions across all three regions to maximize awareness.
  • Customer Support: Preparing teams to handle a high number of inquiries with efficient responses.

This proactive approach paid off, allowing Platinumlist to manage over 950,000 active users during the launch period without any major issues.

Raising Awareness: Marketing and Promotion

Promoting concerts of this size took more than just basic advertising. Platinumlist employed a data-driven marketing strategy to maintain visibility and momentum throughout the multi-month campaign period. The approach focused on leveraging owned channels such as social media, blogs, CRM, and SEO to keep fans engaged from the announcement to the event day.

Platinumlist’s marketing team created targeted campaigns for each location, using insights to reach the right audience segments. Regular updates, interactive content, and countdowns helped maintain interest and enthusiasm. These efforts led to over 40 million impressions and brought in 700,000+ visitors from more than 130 nationalities for the UAE event alone. The strategic approach not only boosted ticket sales but also reinforced the regional appeal of the events.

Keeping the Crowd Safe: Entry and Security Measures

Managing large crowds at international concerts is always challenging. For the Ed Sheeran concerts, Platinumlist focused on ensuring a secure and efficient entry process. Implementing dynamic QR codes (SafeTickets) played a key role in minimizing ticket fraud and speeding up validation at entry points.

At each venue, dedicated lanes made crowd movement easier, and on-ground supervisors maintained order while assisting visitors. Collaboration with local organizers was key to quickly resolving ticket issues in real time, ensuring that the fan experience remained positive from start to finish. The result was smooth entry, effective crowd management, and highly positive feedback from both visitors and event partners.

Making It All Happen: The Numbers Behind Success

  • Attendance:
    • Qatar: 10,000 per event
    • Bahrain: 10,000 per event
    • Abu Dhabi: 30,000+ visitors
  • Marketing Impact – UAE:
    • 40+ million impressions
    • 700,000+ visitors from 130 countries
    • 30,000+ tickets sold to fans from over 130 nationalities
  • Operational Excellence:
    • 85+ staff members dedicated to on-site operations in the UAE
    • Positive feedback highlighting the smooth entry process and event coordination

Delivering Unmatched Event Experiences

Platinumlist’s ability to manage large scale events across the region comes down to a combination of strategic planning, technological innovation, and seamless collaboration. By combining advanced ticketing solutions with dedicated on-site support, they ensured every event was a resounding success.

Whether you’re planning a local gig or a huge regional concert, partnering with Platinumlist means collaborating with experts that ensures flawless execution from start to finish. Interested in making your event a success? Connect with Platinumlist to explore how they can support your next big project.

For more information, visit Platinumlist for Organisers