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ASDA'A Burson Marsteller - Events & Observances Campaign

Gold Stevie Award Winner 2016, Click to Enter The 2017 Stevie Awards for Sales and Customer service

Company: ASDA'A Burson Marsteller, Dubai, United Arab Emirates
Company Description: Over the last 15 years, ASDA’A Burson-Marsteller has earned its reputation as the Middle East’s leading public relations consultancy and the benchmark of PR practice in the region. The company’s growing list of prestigious clients and high-profile industry awards reflect this position. ASDA’A Burson-Marsteller, a WPP company, has 11 wholly owned offices and reaches into 18 Middle East nations.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Events & Observances

Nomination Title: Experience Amazing for Dubai Parks & Resorts

Tell the story about this nominated campaign since 1 January 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.

SITUATION ANALYSIS

Reinforcing Dubai’s position as one of the world’s leading tourist destinations, the launch of the Middle East’s largest integrated Theme Park destination, Dubai Parks & Resorts, was easily the most anticipated tourist event of 2016. To put it into perspective, it was the UAE’s biggest global launch since unveiling the world’s tallest building, Burj Khalifa.

ASDA’A Burson-Marsteller was appointed to develop and execute a communications strategy, and oversee global media relations and issues management – a major task given the amount of interest in the launch. The mandate involved the launch of the destination as a whole, along with three out of four of three parks – MOTIONGATE™ Dubai, Bollywood Parks™ Dubai and Riverland™ Dubai.

THE GOAL

To help Dubai Parks & Resorts deliver it’s promise of ‘Experience Amazing’ to the rest of the world – by raising the profile, awareness and understanding of the destination, from construction phase to the Grand Gala Opening.

An undertaking of this magnitude posed a series of challenges for the team. Foremost was bringing to life the idea of a theme park destination, in a region with limited understanding and exposure to the concept. Secondly, the team had to stage the individual launches of the parks prior to the grand opening, while sustaining hype and momentum.

To tackle this, the agency ensured meticulous planning, organization and attention to detail from the start, along with judicious division of roles and responsibilities to maximize the skill offering of team members. The team was also engaged in creative ideation process, conducting brainstorm sessions every step of the way.

THE STRATEGY

Developed from the core ideas behind the individual theme parks and the overall destination, we used the power of storytelling, emotional connections with the theme park concepts, and experiential visits to engage key global and regional media, and the public.

EXECUTION The Agency issued a clearly-phased approach to generate and sustain excitement before, during and after the launch.

For the pre-opening, the team developed creative story ideas and tied up with strategically selected media outlets to run them. The ideas covered a gamut of relevant topics, including features on sustainability, employment opportunities, key milestones, behind-the-scenes insights, and soft-profiles. The team ran competitions throughout the phases, providing the public with opportunities to win annual all-access passes to DPR.

Additionally, the team organized weekly ‘ride-reveals’ in the parks, which gave media a preview of every new ride; and set up Virtual Reality activations in areas of high footfall such as The Dubai Mall, the largest, most popular shopping mall in the world, and the Arabian Travel Market, the leading international travel and tourism event in the Middle East, to provide a sneak-peak in a creative and engaging way.

The individual parks were launched during Phase two, with events showcasing live entertainment and interactions for media and the public. A press event was conducted in the lead-up to the grand opening.

Finally, we oversaw the high-profile Grand Gala Opening, attended by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE, and Ruler of Dubai. The team invited and managed an astounding number of international media – over 300 journalists – and oversaw the complicated protocol procedures for the VVIP attendance, drafted a huge quantity of relevant press materials, and ensured the overall smooth functioning of the Gala, which met with outstanding coverage locally, regionally and globally.

DOCUMENTED RESULTS

The numbers speak for the resounding success of the launch of Dubai Parks and Resorts, and the team pulled off the biggest event of 2016 in a city that is no stranger to superlatives.

• Over 300 key international and regional media attended the launch, including CNN International, Sky News and Associated Press to name a few.
• Total Reach of 763,099,135
• 2,455 articles and features in leading international and regional titles
• Perceived Ad Value of $17.6million

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2016 (up to 150 words).

HIGHLIGHTS:

-Team pulled off Dubai’s biggest event of 2016 successfully
-Over 300 key international and regional media attended the launch, including CNN International, Sky News and Associated Press to name a mere few.
-Total Reach of 763,099,135
-2,455 articles and features in leading international and regional titles
-Perceived Ad Value of US $ 17.6 Million