Abu Dhabi Airports Company- Hospitality Programme

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Company: Abu Dhabi Airports Company, Abu Dhabi, UAE
Company Description: ADAC spearheads the development plan of the Emirate’s aviation infrastructure. ADAC’s portfolio of airports includes Abu Dhabi international, Al Ain International, Al Bateen Executive, and Sir Bani Yas and Delma Islands Airports. ADAC is also developing a series of commercial districts including airport business and logistics parks to support the diversification strategy of the government.
Nomination Category: Live Event Categories
Nomination Sub Category: Best Corporate Image Event

Nomination Title: Abu Dhabi Airports Company Hospitality Programme around the Formula 1 Grand Prix

The date on which this nominated production was first presented: November 2010

Briefly describe the nominated event's communications objectives and how it met those objectives (up to 500 words). After this description, provide URLs to online photographs, video clips, press clippings, etc. that will portray the event for the judges. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:

In support of the most prestigious event in the UAE, in which all eyes are upon the emirate of Abu Dhabi, and within the context of showcasing Abu Dhabi to all its key existing and future business-to-business customers, Abu Dhabi Airports Company (ADAC) hosted a 3-day Hospitality Programme around the Formula 1 Grand Prix for over 200 high-profile guests from around the world in November 2010. Highlighted by the exclusive service offered at the Paddock Club at Yas F1 Racetrack, the combination of thundering engines, live entertainment, and a rapt audience made this a truly unique experience for all our guests, while also concluding some important business deals.

As an integral part of Abu Dhabi’s growth and success, ADAC builds and enhances relationships with key contacts, while also contributes to the whole event providing all security and logistics support at the airport, as well as hospitality to all Grand prix visitors. Offering one of the most exclusive levels of hospitality, ADAC hosted international and regional CEO’s and senior executives of targeted airlines, airports, duty free retailers, high level suppliers, travel trade and government officials to this exciting event. These executives were brought from around the world, hosted in 5 star accommodations, offered exclusive transportation and entertained at one of the premium suits of the Paddock Club, as well as across the city.

Aiming at presenting the 2030 Abu Dhabi Vision in the most comprehensive way, ADAC entertained the top tier guests on an “Abu Dhabi Experience Tour”, giving them a helicopter guided-tour of the city, an interactive experience at Saadiyat Island Exhibition followed by an exclusive with lunch at Abu Dhabi’s 7-star hotel, Emirates Palace. International guests were also given exclusive pre-opening 4 day passes to Ferrari World, the world’s largest indoor theme park with, while as part of the evening’s activities, guests were taken to live concerts such as Linkin Park and music icons like Prince.

To raise awareness for the event ADAC utilized branding throughout the airport, as well the Paddock Suite, using e-marketing, interactive activation zones, digital marketing, billboards, and joint co-promotions with our retail partners (Appendix 1). An exciting campaign was created in line with ‘All Sports Management’ to support and raise awareness and excitement for this event and to give guests full-hands on experience from arrival in Abu Dhabi to departure. Moreover, all ADAC staff actively participated as ambassadors in welcoming and assisting all F1 guests.

The feedback received by our guests as well as the compliments from the F1 organising committee were the real proof that ADAC had been able to successfully stage a complex and high end event. Moreover, ADAC and its subsidiaries were able to finalise business deals giving even more value to the event. More specifically, Cathay Pacific confirmed the launch of its flights to Abu Dhabi, Lufthansa ratified its capacity increase, Al Bateen Executive airport secured new operators as well as a new catering contract, while GCAS, the training arm of ADAC, signed cooperation agreements with international aviation organizations.

To view all Appendices in relation to "Abu Dhabi Airports Company Hospitality Programme around the Formula 1 Grand Prix" submission, please visit the following link: http://www.abudhabiairport.ae/liveevent

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