Planning Ramadan and Eid Campaigns in Qatar

Ramadan is the most significant period in Qatar's year, and it changes how people spend their days, their evenings and their attention. Eid al-Fitr follows it, and Eid al-Adha comes later in the year. For brands, these are periods when audiences are highly engaged and also highly sensitive to tone. A campaign that feels considered can build real goodwill. One that feels opportunistic is noticed just as quickly. Good results come from early planning and an honest view of what your brand can add.

Start with the calendar

Ramadan and Eid dates move each year with the lunar calendar, and the exact start is confirmed close to the time. Build your plan around expected dates, and keep a day or two of flexibility in your scheduling, your media bookings and your greetings.

Think in phases, because audience needs change through the month:

• Before Ramadan. People prepare their homes, plan gatherings and look for information such as opening hours, menus and offers. This is when practical content and search visibility matter most.

• The first weeks. Routines settle. Evenings are for family, food and community. Content about togetherness, hospitality and reflection fits well.

• The last ten days. The most spiritually significant part of the month for many. It is also when Eid shopping and gifting decisions are made. Keep the tone respectful and the practical information clear.

• Eid al-Fitr. A celebration. Greetings, gifting, family outings, travel and dining move to the front.

• Eid al-Adha. Plan this as its own moment later in the year, with its own message, and avoid reusing your Eid al-Fitr creative.

Adjust to the daily rhythm

During Ramadan, working hours are usually shorter and the day turns around iftar at sunset and suhoor before dawn. Online activity tends to shift later, with quieter afternoons and busy evenings and late nights. Use this as a starting assumption, then check it against your own data.

• Review last year's analytics by hour, if you have them, and schedule posts and emails accordingly.

• Set advertising schedules so budget is available in the evening and late at night, and review delivery in the first week.

• Update opening hours on your website, Google Business Profile and social profiles before the month begins.

• Move community management cover to match. If customers message at eleven at night, someone should be there to reply.

Get the tone right

The themes that resonate are generosity, family, gratitude, patience and community. Your brand does not need to claim these values. It needs to act in line with them.

• Lead with something useful or generous: helpful content, extended service, support for a cause, or a considered offer.

• Avoid loud, urgent sales language. Offers are normal in Ramadan, but the framing should be calm.

• Be thoughtful about images of eating and drinking in content published during fasting hours.

• Show Qatar as it is. Use local settings, dress and hospitality customs accurately, and avoid generic stock imagery of lanterns and crescents with nothing behind it.

• Represent the international audience as well. Many non-Muslim residents take part in iftars and gatherings, and inclusive content that stays respectful is welcome.

Write in Arabic first

For Ramadan and Eid, Arabic should lead. Greetings such as Ramadan Kareem and Eid Mubarak are widely understood, but longer copy needs a native writer. Translated slogans often lose their meaning or land awkwardly. Have every greeting, caption and piece of on-screen text checked by an Arabic speaker familiar with Gulf usage, and check the calligraphy or typography of any Arabic lettering in your designs.

Choose formats that suit the season

• Short video. Evening viewing increases, and storytelling works well. A simple, well-made film about a real moment will do more than an expensive one with no idea. Plan video production early, because crews and locations are in demand before Ramadan.

• Series content. A daily or weekly series such as recipes, tips, stories from staff or customers gives people a reason to return.

• Useful information. Ramadan hours, delivery cut-off times, booking links and gift guides. Make these easy to find and pin them on your profiles.

• Eid greetings. Prepare these in advance in both languages, with versions ready for either possible date.

Plan media early

Many brands advertise during Ramadan, so there is more competition for attention. Book any fixed placements early, and keep part of your advertising budget flexible so you can move it towards the creative and time slots that perform. Separate Arabic and English campaigns so you can compare them fairly. Give new creative a few days to settle before judging it, since behaviour in the first days of the month is not always typical of the rest.

Handle giving with care

If your campaign includes charitable activity, make it real and specific. Say what you are doing, with whom and for how long, and report back afterwards. Check current local requirements before running any donation-based or fundraising activity, and work with established organisations. Do not make giving conditional on engagement, such as a donation per like.

A working timeline

• Ten to twelve weeks before: agree objectives, budget and the central idea. Review what worked last year.

• Eight weeks before: finalise scripts and designs, book production and any fixed media.

• Four weeks before: produce and review content in both languages. Prepare landing pages and offers.

• Two weeks before: update hours and listings, brief customer service, schedule the first phase of content.

• During Ramadan: review performance weekly, adjust timing and budget, keep response times short.

• Eid: publish greetings on the confirmed date, switch to Eid creative, then record lessons for next year while they are fresh.

Talk to us

Glimpse Qatar plans and produces seasonal campaigns in English and Arabic, from social media content to film and paid media. If you are starting to plan, contact us and we can work through the timeline with you.