Marketing Activities
As part of Informa Yacht Group, the world’s leading organiser of business-to-business yachting events and of Informa plc, the largest publiclyowned organisers of exhibitions, conference and training courses in the world, ADYS has access to an unprecedented number of industry professional and high net worth individuals both in the Middle East and worldwide. As a sponsor of ADYS you will directly benefit from our marketing campaign.
Abu Dhabi Yacht Show runs an extensive marketing campaign encompassing a wide variety of available mediums promoting the event to ensure that exhibitors meet the right quality of visitors at the show.
Quick Media Overview
|
Television – A key aspect of the overall ADYS marketing strategy is a comprehensive pre-event advertising campaign on leading international and regional television channels, including CNN and Al Arabiya, with a guaranteed reach of over 200 million households.
In 2010, the event was covered by 12 recognised international and local news channels ensuring strong event coverage both during and after the show days. Some of the channels present were: Abu Dhabi TV, Al Arabiya News Channel, Al Dafrah TV, Al Hurra TV, Charisma TV Productions, CNBC Arabia, CNN, Marine Biz TV, MBC TV, Rotana, Khalijiya, Wealth TV…
Radio – The Abu Dhabi Yacht Show tied up with the UAE’s most popular and widely heard business radio stations catering to both English and Arabic speaking audiences. These included Dubai Eye 103.8and Radio2 in English, and Emarat Radio in Arabic
The radio campaign was instrumental in reaching out to the event’s target audience locally through more than 150 radio spots.
Print advertising – A media-wide advertising campaign started months prior to the show focusing on two groups; professional industry publications and lifestyle and business publications. The majority of the ADYS advertisements were supported with editorial content.
More than 150 advertisements and over 400 articles were published as part of the campaign. Over 140 media personnel attended ADYS, and press releases and articles about the show are still been published. Some of the prominent newspaper and industry and lifestyle publications that carried the advertisements included:
Regional Newspaper Advertisements
|
Media Partner Magazines
|
|
Online advertising
The ADYS marketing team worked closely with leading industry web portals from across the globe to reach subscribers and visitors through web advertising and targeted email campaigns contributing to nearly 204,274 page views calculated from April 09 till the 2010 show.
Furthermore, we have accounted that ADYS received online coverage in 69 industry web portals with over 161 articles published.
Press/ media relations
The Abu Dhabi Yacht Show employed one of the leading and most-recognised PR agencies in the Middle East to cover the event. Press releases and information were disseminated on a regular basis at both regional and international levels:
- 40 exclusive interviews and features before and during the event
- Over 23 press releases issued to regional and international media
Direct Mail
As part of our extensive marketing campaign, all relevant international and regional audience will be mailed up-to-date event information including exhibitors, news, partners, sponsors and media partners.
All printed literature for the event will carry the sponsor’s logo in a prominent location. We will target over 45,000 unique names from IYG and Informa PLC databases. Five separate communications will result in over 315,000 mailed items. We will be distributing the following collaterals through the course of the marketing campaign:
|
