The Brief
- To raise awareness of the rally, its partners and the new desert venue for the event’s base in 2011
- Ensure strong media attendance on-site
- Increase local, regional and international television coverage
Insight
Fans enjoy the excitement of the competition, particularly the opportunity to get up close to the action and stars at the event’s Super Special Stage
Creative Solution
- In addition to targeting media using traditional PR activities, Performance Communications developed competitions for Sport 360 and OSN TV
- A twin-focus TV campaign was based on attracting TV crews to the rally and placing highlight packages with GCC/international stations
- Abu Dhabi Sports TV broadcast live from the rally each day
Results
- 50% Increase in awareness through TV strategy
- 120 media attendees
- Abu Dhabi Sports TV broadcast live from the rally each day
- 25% increase in general PR coverage on 2010
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