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F&E

Al Ain Aerobatic Show

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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