Company: ADNEC Services
Company Description: ADNEC Services, a pioneering brand and events agency, stands as a paragon of excellence in the realm of integrated event solutions. Rooted in innovation, client-centricity, and a commitment to delivering unparalleled results, ADNEC Services has consistently raised the bar in the realm of event management and brand representation.
Nomination Category: Virtual & Live Event Categories
Nomination Sub Category: Award for Innovation in Consumer Events
 Nomination Title: ADSS and AASS
- Provide the date on which this nominated event was staged:
14 June to 23 August 2024
- Optionally, you may list creative and production credits for your event - a list of the people and organizations that contributed to its development:
- Provide an essay of up to 625 words describing the nominated innovation(s) in event conception, development, planning, promotion, and/or execution.
Total 634 words used. If the word count is more than 25 words over the limit, please deduct one (1) point from your score.
Abu Dhabi Summer Sports (ADSS) and Al Ain Summer Sports (AASS) represent groundbreaking advancements in consumer events. Organized by Capital 360 Event Experiences in collaboration with the Abu Dhabi Sports Council, these events tackle the unique challenge of Abu Dhabi’s hot summer months with creativity, inclusivity, and innovation. By transforming the Abu Dhabi National Exhibition Centre (ADNEC) and ADNEC Centre Al Ain into vibrant, state-of-the-art indoor sporting hubs, they provided a much-needed escape, promoting health, wellness, and community engagement.
The results speak for themselves: a 44% increase in attendance, over 13,663 bookings (a 239% growth from previous editions), and participation from 106 nationalities demonstrate how ADSS and AASS have redefined the standard for consumer-focused events. By integrating advanced technology, sustainable practices, and inclusive programming, have positioned Abu Dhabi as a global leader in innovative event experiences.
Key Innovations
1. Expanded Scale and Sophisticated Design
- Unprecedented Reach: ADSS spanned 34,500 square meters, and AASS covered an additional 6,500 square meters, collectively accommodating thousands of participants daily.
- Diverse Activities: The events featured 14 sporting activities, with the introduction of new sports, tennis, and obstacle courses, complementing favourites like football, padel tennis, volleyball, and a 1km running track.
- State-of-the-Art Facilities: Equipped with Technogym fitness zones, inflatable parks the events catered to a wide range of interests and abilities.
2. Inclusive Programming and Global Appeal
- For All Ages and Abilities: Initiatives like the Kids Summer Camp engaged young participants through sports, arts, and educational activities, while complimentary amenities ensured elderly visitors felt welcomed.
- Cultural and Social Impact: Celebrations like Emirati Women’s Day empowered women to embrace sports, featuring workshops and motivational sessions led by prominent Emirati women.
- Global Reach: Attracting visitors from 106 nationalities, ADSS and AASS became symbols of Abu Dhabi’s inclusivity and diversity.
3. Seamless Digital Integration
- Innovative Platforms: Partnering with Qode, an Emirati tech company, ADNEC developed a mobile app and web platform that streamlined activity bookings, provided real-time schedules, and enhanced visitor engagement.
- Immersive Tech Experiences: Interactive features, such as the cycling challenge powered by advanced technology, offered participants a professional-grade experience.
Impact and Results
1. Record-Breaking Growth
- Attendance: Attracted 117,954 visitors, a significant 44% increase from previous editions.
- Bookings: Achieved 13,663 reservations, marking a 239% growth and showcasing heightened community interest.
- Corporate Engagement: Businesses like ADQ returned with repeat participation in tournaments, further solidifying the events’ corporate appeal.
2. Community Engagement and Satisfaction
- Exceptional Feedback: Independent surveys by Nielsen reported an NPS of 91.24 and an overall satisfaction score of 97.42%, far surpassing industry standards.
- Loyal Participants: 61% of attendees were repeat visitors, with 22% visiting five times or more during the event.
3. Marketing Success
- Digital Campaigns: Generated 40.04 million impressions, reaching 2.45 million devices and driving 472,200 clicks, resulting in substantial audience engagement.
- Social Media and PR: Added 154,884 impressions and reached 194,628 individuals, amplifying the events' visibility and appeal.
Contribution to Consumer Events
ADSS and AASS have established themselves as models for community-focused, inclusive events. By combining cutting-edge technology, diverse programming, and sustainable practices, these events reshaped how communities engage with sports, wellness, and entertainment.
New Features in 2024 Edition:
- The addition of the Health and Wellness area provided workshops and activities promoting healthier lifestyles.
- The Community Village became a social hub for fitness and wellness enthusiasts to connect.
- Expanded corporate offerings, including team sports and staycation packages, positioned the events as premium destinations for both personal and professional engagement.
Why ADSS and AASS Deserve to Win
ADSS and AASS exemplify innovation in consumer events through their visionary approach to inclusivity, technology, and sustainability.
Key Achievements:
- Transformative Vision: Redefined consumer events with accessible, diverse, high-impact programming.
- Record Growth: Achieved unprecedented attendance and engagement, reflecting their broad appeal.
- Sustainability and Technology Leadership: Pioneered eco-conscious practices and digital-first engagement strategies.
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