2017 Winners & Shortlists

DUBAI PARKS AND RESORTS

BrandDUBAI PARKS AND RESORTS
Product/ServiceINTEGRATED THEME PARK DESTINATION
EntrantASDA'A BURSON-MARSTELLER Dubai, UNITED ARAB EMIRATES
CategoryTravel, Leisure, Retail, Restaurants & Fast Food Chains
Idea Creation ASDA'A BURSON-MARSTELLER Dubai, UNITED ARAB EMIRATES
PR ASDA'A BURSON-MARSTELLER Dubai, UNITED ARAB EMIRATES

The Campaign

To leverage the power of storytelling and continuous engagement, to bring to life the promise of ‘Experience Amazing’ regionally and globally.

Execution

Phased approach designed to generate and sustain excitement. Pre-opening - developed creative story ideas covering a gamut of relevant topics: features on sustainability, employment opportunities, key milestones, behind-the-scenes insights, soft-profiles. Weekly ‘ride-reveals’, giving media a preview of every new ride; and Virtual Reality (VR) activations in high footfall areas like The Dubai Mall and ATM to provide a creative and engaging ‘sneak-peek’. Phase two - launch of individual parks, events that showcased live entertainment and interactions for the media and public. Next, a press event in the lead-up to the grand opening, while we organized the ‘arrival’ of the shows’ main characters at Dubai Airport. Finally, a high-profile Grand Gala Opening, attended by HH Sheikh Mohammed bin Rashid Al Maktoum. We invited and managed 350 regional and international media, oversaw protocol procedures for VVIP attendance, drafted all press materials, and ensured the overall smooth functioning of the Gala.

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 $17.6 million

The Situation

Bringing to life a new concept, while having to inform audiences of the multiple concepts and offerings requires our careful, strategic and constant engagement with consumers, to not only help them understand but also forge an emotional and deeper connection with the concept. The power of storytelling, building on the core ideas of the individual theme parks, and of the destination as a whole, provides the ideal tool to do just that.

The Strategy

The strategy we devised was straightforward, and was developed from the core ideas behind the individual theme parks and the overall destination: to use the power of storytelling, emotional connections with the theme park concepts, and experiential visits to engage key global and regional media, and the public.

Credits

Name Company Role
Lisa Jones ASDA'A Burson-Marsteller Senior Associate Director
Dina Bajjali ASDA'A Burson-Marsteller Senior Account Manager
Pavishia Nair ASDA'A Burson-Marsteller Senior Account Manager
Samantha D'sa ASDA'A Burson-Marsteller Senior Account Executive
Farah Nezam ASDA'A Burson-Marsteller Senior Account Executive
Sameer Dasouqi ASDA'A Burson-Marsteller Senior Account Executive
Ron Hall ASDA'A Burson-Marsteller Managing Director
Links
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