The Challenge
- Increase footfall and ensure strong media attendance at the 2011 show
- Manage complex media accreditation, due to the show’s proximity to a military base
- Raise awareness of the participants and show’s family-friendly format
- React quickly to inform the media and public about the postponement of the show due to sandstorm
Our Response
Fan Insight
- People like to see world-class aerobatics in a stunning location
Creative Solution
- A detailed PR approach ensured the full range of messages were communicated pre-show
- Local media were regularly updated to keep the public informed about postponements, especially radio
- The postponements were used to help increase awareness ahead of the resumption of flying activities
Results
Results
- $3.6m – PR Value
- 39k – Visitors on day 1 – A record for a single day
- Abu Dhabi TV broadcast Live
- 98 Media attendees
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