Federal National Council
Project Name: National Election Campaign
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Challenge:
The run up to the election of the FNC coincided with a tumultuous period in the Arab world, with the Arab Spring top of mind and voices for greater political participation growing louder and louder amongst Arab populace. FNC wanted to raise awareness about FNC, to encourage participation and voting in the elections, and to introduce the UAE leadership’s vision of enhancing political participation through gradual change.
Solution:
Overarching theme: Shape a narrative around – and manage the reputation of – the election process by linking it to wider nationalist sentiments of progress and development. Tactical and public information: Disseminate factual and practical information about the process. Participation Encouragement: Campaign to increase participation levels amongst first time voters in the Electoral College (including women and youth)
The campaign rolled out via an integrated media strategy, including TV, radio, press, outdoor, digital, BTL and PR.
Doha Asian Games Organizing Committee
Project Name: Asian Games Awareness Campaign
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The Doha Asian Games Organizing Committee (DAGOC) was set up so as to ensure all factors of the 15th Asian Games 2006 including infrastructure, liaison, global service providers, venues, media & marketing and event management capabilities were in place and operational. Bates PanGulf PR helped in awarding Doha global recognition as host of the biggest Asian Games ever, acknowledging Qatar’s financial strength to stage this gigantic event, instilling pride in the local population, providing Orry (the Games’ mascot) a brand recognition platform, reputation-building for DAGOC as the final authority on organizing of the Games, building a strong and sustained relationship with the local, regional and global media, to assure the international business community the event was a highly viable option for them to partner with, and having one centralized media centre operations. Bates PanGulf PR formulated a three-phase working program which would encompass all the above challenges with working solutions.
The communications program covered five distinct waves over a period of 16 months. It is the single largest known PR retainer for any PR agency in the region in 2005/06.
World Bank & International Monetary Fund
Project Name: World Bank & IMF Press and Media Coverage
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The PR objectives behind the World Bank and International Monetary Fund 2003 meetings held in Dubai were to convey the significance of the meeting to the local and regional media and explain the complexities and role of the World Bank and the IMF to the average reader in the region, as well as positioning the UAE as a regional hub for international finance.
Bates Pan Gulf PR promoted the event by co-organizing press conferences, briefings, international public relations events in Berlin, Paris and Lebanon, media visits by key and business journalists to Dubai, accreditation from the media. It helped organize a media event on the ‘100 Day Countdown’ to the event, hosting over 150 international, regional and local journalists to meet the Dubai 2003 core team. His Highness Sheikh Hamdan bin Rashid Al Maktoum, presented Bates Pan Gulf PR with an award for its key role in the success of this event.
Dubai Trade & Commerce Marketing (DTCM)
Project Name: Dubai Tourism Campaign
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Challenge:
Dubai’s tourism industry typically experiences a low during the summer. This coupled with the economic downturn, meant the task of attracting the summer tourist to Dubai was even more challenging.
Solution:
Specific countries like India, China, Germany, Russia and the GCC were targeted. Tourists from these countries tend to buy a family holiday every summer. The communication highlighted various family activities and attractions that a tourist could enjoy in Dubai. From the ski slopes at Mall of the Emirates to great hotel and shopping discounts. The prospect of swimming with dolphins at Atlantis was also highlighted. Special shopping discount booklets were also created and distributed to all participating hotels in Dubai for these summer tourists.
Kuwait National Petroleum Corporation
Project Name: Golden Jubilee Celebration
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The Kuwait National Petroleum Corporation's 50th Anniversary was marked with an integrated campaign by BPG Kuwait, seamlessly implemented across TV, print and outdoor media. In addition to creating specialized branding for the occasion, we produced a prestigious invitation package for the VIP event.
TEDAD
Project Name: 2005 Census Campaign
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Challenge:
The 2005 Census objective was to collect data on the demographic structure and growth rate so as to able to estimate manpower volume and resources, reflect the development of women’s role in the society and provide an updated comprehensive framework to conduct economic surveys. The communication objectives were to create awareness of TEDAD, educate people about the census, its phases and how it works.
Solution:
The key challenges were to motivate expatriates to cooperate with enumerators and to get media exposure from a very limited budget, through sponsors and free media inventory. The results were participation rate was higher than previous UAE census (a decade ago) and other GCC countries.
RTA
Project Name: Naming Rights Campaign
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Challenge:
To launch a unique opportunity of Naming Rights to 23 Dubai Metro stations. The first exercise of its kind in the world, RTA aimed to educate brands about the uniqueness of the opportunity and how it would benefit them in the future.
Solution:
We identified the opportunity vis-à-vis other similar channels. A communication platform was built on the premise that Naming Rights would be a win-win-win scenario for all concerned. It would provide funding for the RTA, visibility and esteem for the participating brands and subsidised travel rates for the commuters at large. The communication idea was ‘Uniquely embed yourself in the future of Dubai’.
Telecommunications Regulatory Authority (TRA)
Project Name: .ae Phase 2
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Challenge:
TRA registered 80K during Phase I. To reach 200K, they needed another campaign.
Solution:
BPG focused on another main reason businesses will switch to a .ae address; national pride. Campaign chose iconic symbols of UAE and used these to represent the ‘dot’ in .ae.
Telecommunications Regulatory Authority (TRA)
Project Name: .ae Phase I
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Challenge:
TRA turned over the registration of .ae domain names to 3rd party registrars. The goal of the ad campaign was to get people to register with these firms and to increase the number of .ae registrations.
Solution:
BPG did research and found the main reason for switching to a .ae domain name was convenience. Campaign included print, radio, online and cinema.
Dubai Internet City
Project Name: Project Management Coordination and Consultancy
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When Dubai Internet City was announced in November 1999, it captured the imagination of the region. It was the first of technology-based clusters in Dubai, and the pre-cursor of many more industry-focused clusters. It was also, in many ways, the catalyst for the real estate development that engulfed what is now commonly referred to as New Dubai.
Role of Bates PanGulf:
Envisioning
Project scoping
Branding & design
Marketing communications
Program management
Dubai Quality Award
Project Name: Project Management Coordination and Consultancy
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Dubai has always been a trading hub for the region and the ambitions of the City have centered around strengthening its regional position. As Dubai started thinking global in the early 1990s, it was felt that the whole city needed to start moving up the quality chain. The Dubai Quality Awards was the face of Dubai’s ‘Drive for Quality’
Role of BPG Group:
Envisioning
Project scoping
Branding & design
Marketing communications
Program management
Dubai Summer Surprises
Project Name: Dubai Summer Surprises Launch 1998
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Dubai Summer Surprises was launched in 1998 by DED with the cooperation of DTCM to revitalize the retail and hospitality sector of Dubai during the low summer months, targeting children and families. The objective was to position Dubai as ‘Summer Holiday Destination for GCC’.
Role of Bates PanGulf
Over the years, beyond marketing communications, BPG was integral to the DSS team in developing sponsorship revenue models to help achieve a self-funding status
Initiatives such as DSMG Win-a-Million, Dubai Fun for Free, Modhesh Fun City & merchandising Modhesh, and DSS Raffle attributed towards the success of DSS.
Dubai Shopping Festival
Project Name: Dubai Shopping Festival
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Dubai Shopping Festival (DSF) was conceived and developed by Dubai’s Department of Economic Development (DED), in close association with BPG. The strategic objective was initiated in 1995 after the success of Dubai Quality Awards
Role of Bates PanGulf
Formulating the product and its offering
Developing the business model to generate revenues through alliances and sponsorships
Initiating the formation platform groups – Dubai Gold & Jewellery Group and Dubai Shopping Malls Group
Developing all marketing communications, and staffing and operating the DSF Media Centre
Over 10 years of alliance, involving in the envisioning, development and marketing of Night Souq, Jebel Ali Outlets, Lexus Mega Raffle, Nissan Mega Raffle, Gold Promotion and the Innovation and Journalism Awards
Western Region Development Council
Project Name: Liwa
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Challenge:
WRDC was tasked with promoting the Lima Festival and Desert Challenge. The event was well known amongst local off-road enthusiasts, but not amoung residents and tourist outside of Abu Dhabi. WRDC wanted to use event to promote Al Gharbia.
Solution:
BPG created a collection of ads that captured the essence of the Festival and Desert Challenge through stunning visuals. A complete schedulele of events was prepared and communicated to audiences in Abu Dhabi and the other six Emirates through print, online and radio communication.
Western Region Development Council [ WRDC]
Project Name: Investment Promotion
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Challenge:
The Western Region Development Corporation (WRDC) is a government organization tasked with promoting investment opportunities for the Western Region (Al Gharbia) of the emirate of Abu Dhabi. In developing communication for international investors, the key challenge was promoting Al Gharbia in an effective manner.
Solution:
BPG suggested creating two separate ads to promote the region to the same international target audience – but to separate the business and cultural benefits into two different pieces of communication. Beautiful photographs of Al Gharbia were being used by other organizations to promote tourism. Hence ‘desert’ shots were almost becoming cliché. Also, barren landscapes were as much a perception hindrance as they were a tourism benefit. Therefore, BPG developed an ad based on all the investment opportunities of the region based on the tagline, “All Roads Lead to Al Gharbia”. To market the region’s rich cultural traditions, BPG developed a campaign based on the tagline, “Unlocking the doors to Al Gharbia.”
MASDAR
Project Name: Institute for Science and Technology
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Challenge:
The Masdar Institute of Science and Technology (formerly MIST) was opening its campuses to new students. The Institute needed to developing collateral to attract the best and brightest graduate students to chose to pursue their studies at the Masdar Institute instead of other universities in the United States and Europe.
Solution:
BPG created print ads for campus recruiting plus posters to be distributed across the top university campus career services in Europe and the United States.
MASDAR
Project Name: World Future Energy Summit
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Challenge:
New advertising agency and only six weeks to launch Masdar on the world stage for the World Future Energy Summit (WFES).
Solution:
Masdar had garnered a lot of worldwide media attention since the inaugural WFES in 2008, but from a branding perspective nobody recognized the company and the brand.
BPG executed an advertising campaign based on the Masdar brand. Deliverables were print, radio, corporate video, outdoor (lamp posts, mupis, bridge banners), ADNEC branding, corporate brochure, media kits and online ads.
Statistics Centre Abu Dhabi [SCAD]
Project Name: Abu Dhabi Emirate Census Rehearsal 2011
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Challenge:
To educate the population of the entire Emirate of Abu Dhabi about the importance of the census to support Abu Dhabi’s vision and support decision makers to chart the Emirate’s plans for sustainable development.
Solution:
Incorporate pictures of real residents across the broad spectrum of nationalities that make up Abu Dhabi into a map of the Emirate. Especially target residents of Al Gharbia with direct marketing tactics to insure they receive the message about the upcoming census.
Department of Transport [DOT]
Project Name: Mawaqif Ramadan
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Challenge:
Residents and visitors don’t like paying for parking especially on a daily, weekly or monthly routine. How to communicate the timings of Mawaqif during Ramadan to an audience that things all parking should be free during the holy month.
Solution:
Clever visual that associates Mawaqif with giving. Simplify the timings so we focus only on FREE.
Department of Transport [DOT]
Project Name: Darb
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Challenge:
DOT was launching a internet based map routing system in the Emirate of Abu Dhabi. How to communicate this new service to residents of Abu Dhabi?
Solution:
Due to the fast growth and changes in the city, commuters face the hassle of new roads, road diversions, road blocks / works, quarterly bus route changes, finding near taxi stands for drop off locations, ferry pick up locations, few companies, restaurants, and mall locations. In a macro viewpoint, Abu Dhabi is a cluster of buildings that may seem like a jungle to new visitors, tourists and expatriates. BPG created a campaign based on using animated visuals to depict Abu Dhabi as ‘jungle’ that can now be easily navigated thanks to Darb.ae.
Doha Asian Games Organizing Committee (DAGOC)
Project Name: Doha Asian Games
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Challenge:
The Doha Asian Games Organizing Committee (DAGOC) was set up so as to ensure all factors of the 15th Asian Games 2006 including infrastructure, liaison, global service providers, venues, media & marketing and event management capabilities were in place and operational.
Solution:
BPG PR helped in awarding Doha global recognition as host of the biggest Asian Games ever, acknowledging Qatar’s financial strength to stage this gigantic event, instilling pride in the local population, providing Orry (the Games’ mascot) a brand recognition platform, reputation-building for DAGOC as the final authority on organizing of the Games, building a strong and sustained relationship with the local, regional and global media, to assure the international business community the event was a highly viable option for them to partner with, and having one centralized media centre operations. BPG PR formulated a three-phase working program which would encompass all the above challenges with working solutions.
The communications program covered five distinct waves over a period of 16 months. It is the single largest known PR retainer for any PR agency in the region in 2005/06.
Dubai Electricity & Water Authority [DEWA]
Project Name: Energy Saving Tips Campaign
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Challenge:
There are plenty of things one can do to save water and electricity. Issue is to educate the populace on the simple things they can do around the home and office to help the environment.
Solution:
BPG created a campaign targeting adults but using children to tackle the issues of water conversation and electricity usage with simple facts demonstrating how one can conserve around the home.
Dubai Electricity & Water Authority [DEWA]
Project Name: Greener Planet Campaign
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Challenge:
As part of the “A Greener Planet, A Better Future” initiative, DEWA wanted to educated consumers about white and brown goods they could buy that were more energy efficient.
Solution:
BPG created a campaign based on LED / LCD television, water efficient front-loading washing machines and energy-efficient split air conditioners to let the public know that using these appliances could help them contribute to the fight against global warming.
Dubai Electricity & Water Authority [DEWA]
Project Name: Give your appliances a break Campaign
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Challenge:
To launch a unique opportunity of Naming Rights to 23 Dubai Metro stations. The first exercise of its kind in the world, RTA aimed to educate brands about the uniqueness of the opportunity and how it would benefit them in the future.
Solution:
BPG creatively imagined what it would be like if our appliances, like ourselves, were able to take breaks. “Why not give your appliances a break?” What better way to show this visually than to have your washing machines rest on a beach chair or your iron to read a book.
