May in the Middle East

From the opera, to FIFA, UCI World Tour and more

Jaguar and Dubai Opera

The month started with a bang as we were appointed to manage Jaguar’s new partnership with Dubai Opera; Dubai’s first multi-format performing arts theatre. It came after Jaguar signed a three-year strategic partnership with the state-of-the-art venue to celebrate ‘The Art of Performance’. The collaboration with Dubai Opera gives Jaguar a powerful stage to continue to deliver unforgettable sensory experiences for which the automotive brand is renowned.

Our appointment builds on a long-standing global partnership with Jaguar Land Rover across its rugby, equestrian and motorsport properties and the Invictus Games.
 

The magical world of Mary Poppins

The first opportunity to bring the Jaguar and Dubai Opera partnership to life came when Disney and Cameron Mackintosh presented the multi award-winning musical, Mary Poppins. Our challenge was to develop brand loyalty which we did through a customer rewards programme including complimentary valet parking and food and beverages to accompany the show. Added to that was a photo booth for guests to take home a memento as well a Jaguar Piano, now a permanent feature at the venue, played by our pianist and more than 200 others including kids and parents alike.
 
Most importantly we were successful in turning this positive engagement into leads with more than 1,800 generated for our client by this activation, far exceeding our target for the whole month.

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Unveiling the FIFA Club World Cup emblem

Working with the Local Organizing Committee (LOC) for the FIFA Club World Cup UAE 2017, we staged a successful first media event for the tournament where the official emblem was unveiled. Coverage of the event, for which we were responsible, included 105 print and online articles worth $470,000USD in organic coverage across the Middle East.

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Launching the International Conference of Sports for Women 2017

We staged a press conference in Abu Dhabi for our newest client in the region, the Fatima Bint Mubarak Ladies Sports Academy (FBMA), to announce the fourth International Conference of Sports for Women (ICSW).
 
FBMA is a not-for-profit government entity of the Emirate of Abu Dhabi, dedicated to promoting and facilitating women’s sports in the UAE. Through the biennial two-day conference, as well as other major events and initiatives, the organisation aspires to help change fundamental societal behaviours among women in the UAE, helping women enjoy a more active lifestyle by making sports an element of daily life.

We have recently been awarded the remit to organise and deliver all elements of this year’s event, which will be held on 6-7 November, including sponsorship strategy, event operations, marketing and speaker recruitment. Through keynote speeches, panel discussions and workshops, the conferences objective is to generate positive dialogue that can lead to significant changes in societal attitudes and beliefs towards women and sport.

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Behind-the-scenes at the Ardennes Classic Liege-Bastogne-Liege

We hosted three journalists at Liege-Bastogne-Liege as part of our PR and Communications work with UAE Team Emirates, who compete in the UCI World Tour. From interviews with the team’s mechanic, to talking tactics with the Sport Director, the team opened its doors to life on tour.
 
The unique and immersive experience for the journalists included eating breakfast, lunch and dinner with the team, talking about new and recharged ambitions, aided by global brands such as Emirates coming on board as sponsors, the best and worst of life on the road and their preparations for races. The team’s promoter, Mauro Gianetti, explained the nuances of training, dynamics of the team and offered an insight into the mindset of the riders during the race.
 
You can follow the team on social media throughout the Grand Tours - Giro d’Italia, Tour de France and Vuelta a EspaƱa as well as other races in the season: Facebook, Instagram & Twitter.

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