ABU DHABI NATIONAL EXHIBITIONS COMPANY

ICCA BEST PR AWARD PRESENTATION

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Advertising is when you say how great you are.

PR is when other people say how great you are.

The Challenge

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Abu Dhabi’s leadership made a series of strategic decisions to diversify the local economy and ensure long term economic stability - One of those key diversification vehicles is tourism – specifically business tourism

The promotion of a new industry to a local audience.

Communicating Abu Dhabi as a business destination and a global hub for business tourism and ADNEC as a state-of-the-art facility

Communications Objectives

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Position ADNEC as a global organisation accelerating the growth of business tourism

to Abu Dhabi

Educate local stakeholders as to the key role ADNEC plays in economic development

Position Abu Dhabi as a global hub for business

tourism and a rising star of the MICE industry

The Strategy

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To sustain a high volume mass communications campaign across the UAE and key industry titles internationally using traditional and digital tools to tell our story through:

WORKSHOPS

SOCIAL MEDIA

MEDIA

RELATIONS

DIRECT

ENGAGEMENT

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“Either write something worth reading or do something worth

writing about.”– Benjamin Franklin

London Media Trip

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Position ADNEC as a global organisation accelerating the growth of business tourism to Abu Dhabi

Highlighting ADNEC’s role as a smart investor, and an organisation that is helping to shape the economic future of Abu Dhabi

Media delegation to learn more about the importance of ADNEC’s investment in the former Olympic venue, and how it is paying returns to Abu Dhabi on financial and professional levels.

Weaved the UK-UAE bilateral relationship narrative into this plan by involving both the UK ambassador to the UAE and the UAE ambassador the UK.

Offered media the chance to speak to senior officials in UAE and UK.

London Media Trip - Facts

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“Next To Doing The Right Thing, The Most Important Thing Is To Let People Know You Are Doing The Right Thing.” – John D. Rockefeller

Stakeholder workshop

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We hosted a workshop titled ‘Together for a Better Business Tourism Sector’ that brought together more than 50 members of the business tourism value chain in Abu Dhabi

The workshop outlined the anticipated role of conferences and events in supporting the Abu Dhabi Economic Vision 2030.

Educate, a local consumer audience and national tourism stakeholders, the importance of ADNEC and the growth of business tourism to Abu Dhabi

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“Internet has turned what used to be a controlled, one-way message

into a real-time dialogue with millions.” – Danielle Sacks

Social media thought-leadership

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Position the company as being at the heart of the issues that matter to our target audience.

Position Abu Dhabi as a global hub for business tourism and a rising star of the MICE industry

I. Realigned our social media content moving away from a “heavy” events focused approach.

II. Designed the thought-leadership position to resonate with associations, MICE industry professionals, event organisers, trade bodies and sector professionals.

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"If I was down to the last dollar of my marketing budget

I'd spend it on PR!" – Bill Gates

Results

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London media trip

I. USD 5.2 million in advertising value equivalent in less than one week

II. Featured on multiple broadcast channels in the region. Notably, Sky News and Abu Dhabi TV both produced documentaries – to be aired during the 43rd UAE national day celebrations

ADNEC media coverage

I. Achieved 48% more international coverage and exceeding the US$20 million mark, with local media increasing 71% to US$44 million

II. Increased our PR activity – issuing 17% more releases this year vs last year. Secured coverage for 21% more features and opinion pieces, and 50% increase in interviews.

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Social media Our social media audience on Facebook and Twitter increased measurably. In addition, we were able to foster conversation in a way that we have never achieved before

Results II

FACEBOOK Fans TWITTER Followers INSTAGRAMFollowers

33.775

8.215

1.569

112%

44% 520%

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Introduction

Thank you