NextWhat Advertising has been awarded the exclusive marketing mandate for ONEVASCO, the premium concierge service at VFS Global’s Visa Application Centre located in Wafi Mall. The partnership adds a highly valuable, high-dwell-time destination to NextWhat’s growing out-of-home (OOH) media portfolio.
The ONEVASCO centre attracts over one million visitors every year, comprising expatriates, corporate travellers and families applying for visas to more than 60 international destinations. With visitor dwell times stretching from 20 minutes to several hours, the location offers brands a rare opportunity for sustained visibility and engagement, setting it apart from conventional transit-based OOH formats.
Highlighting the strength of the environment, Mahesh Anchan, COO at OneVasco, said, “Unlike conventional outdoor formats, the venue offers extended dwell times – often ranging from 20 minutes to several hours – allowing brands prolonged exposure and deeper engagement with premium audiences.”
The exclusive agreement comes at a time when the UAE’s OOH landscape is increasingly shifting towards premium, digitally enabled, and context-rich environments that deliver quality attention over sheer reach.
Commenting on the partnership, Tanvir Shah, Founder and Managing Director of NextWhat Advertising, said, “With the ONEVASCO Global partnership, our strategy remains unchanged: focus on rare, high-impact assets rather than scale for its own sake. Our goal is to create meaningful visibility in the most influential spaces.”
With this addition, NextWhat Advertising further strengthens its focus on controlled, high-attention environments that deliver measurable value for brands seeking deeper audience engagement.
