This whole presentation is Carat’s Intellectual Property and cannot be divulged without a written authorization from Carat legal department .

CARAT SEM - Transforming CommunicationMarketing & comm. Audit of ARTParis A.D.October 2008

How to Launch simply today’s MENA Best ART FAIR?

Methodology & Frameworkfor comm. plan of

ARTPARIS ABU DHABI 2008

What Do We Want Communications to Accomplish

Task

Challenge

Need

To investigate how to propose a concrete comm. solution to leverage ARTParis A.D. brand within local + International

Designing a solution that will fit with the organizers & recruit 12 000 visitors (including art buyers)

Create a comm. platform that will allow ARTParis Abu Dhabi to attract buyers, to educate local population & will benefit to the vision of Abu Dhabi

METHODOLOGY

BusinessPlan

This whole presentation is Carat’s Intellectual Property and cannot be divulged without a written authorization from Carat legal department .

UNDERSTAND & DISCOVER

Business

_International Art Fair in emerging market _Modern & contemporary art _Attract top intl. galleries _Create a selling platform for those galleries

_Link with A.D. government _A.D. become “Hub of Culture for the GCC”

People

_4 kinds of community:• Art Tourism • Art lovers & collectionneurs• Media • UAE national * GCC citizens (new art buyers?)

_ 3 geographical segments• Abu Dhabi extended to the UAE • Region + Levant + Iran• Intl.

Communication

_ Raise the awareness of the brand_ Enhance ARTParis unique point of sell_ Develop once more the values

_ Communicate + Engage + Call for Action

Brand

_ French flavor + Arabic one_ Associated to the “Glamour” of Paris such as many luxury brands_ Young & Elegant & Elitist & Personal _ Leverage Abu Dhabi name with Paris

Competitor_Local: Art Dubai

THINK

FEEL DO

- Mainstream people speak highly of ARTParis Abu Dhabi

-ARTParis AD is a premium event related to contemporary * modern art

- The Best Pieces of Modern & contemporary artists will be available

- ARTParis AD is the first stone of a massive Abu Dhabi plan for culture & art

- ARTParis AD is a Free access & offer me the opportunity to buy piece of art

- ARTParis AD is different experience that any other art fair

-ARTParis AD is a great emotional * educative platform

- Visit ARTParis Abu Dhabi

- Educate & Buy at ARTParis Abu Dhabi

This whole presentation is Carat’s Intellectual Property and cannot be divulged without a written authorization from Carat legal department .

Key Insight ARTParis Abu Dhabi is related to two motivationsTDIC (Short & Middle term) + ADACH (Long Term)

Implications Proposal needs to involve * Educate Local community & impact at a regional / intl. levels

Key Insight Abu Dhabi has a particular population

Implications Proposal needs to involve Arabic * English comm.channels / engage directly people with the event

Key Insight Modern & Contemporary Art is not yet identifiedby GCC citizens (including AD passport owners)

Implications Proposal needs to charm all the demographicsegments of GCC (not exclusive to expats)

ARTParis Abu Dhabi is the Best Art Event available in the whole Region for

Modern & Contemporary Art

Education + Emotion + Buying Opportunities

What is the Main Comm. 0bjective?

This whole presentation is Carat’s Intellectual Property and cannot be divulged without a written authorization from Carat legal department .

ARTParis Abu Dhabi is a “Must Go” Event

Free - Accessible in the UAE - Prestigious

What Do We want the People to Think?

Premium Art fair accessible for all

BrandOfferingA unique venue Brand

OfferingBest Intl. Galleries Brand

Offering

Creating new art buyers for Intl

Galleries

TargetAudience

Learning, Enjoying, Bolding, Buying

What is our Engagement Platform?

Communication Platforms &Integrations

ARTPARIS ABU DHABI 2008

Advertising Plan – Print / UAE TargetAudienceUAE residents

ResultCost efficient Media partnership with AD

dailies

Advertising Plan – Magazine / UAE TargetAudience

UAE + GCC +Levant residents

ResultEngage the event inreader’s lifestyles

Finance CommunityAdvertising Community

Lifestyle + ART + In-flight

Advertising Plan – Print / Arabic World TargetAudience

Arabic speakers + Art buyersWorldwide

ResultExport the brandout of the UAE

borders

AL Hayat Intl

HPC - 3rd Nov. FPC - 5th Nov.

Asharaq Al Awsat

HPC - 10th Nov. FPC - 12th Nov.

Advertising Plan – Print / GCC TargetAudience

KSA residents +Arabic Speaker

ResultProposed Press

Conferences in Kuwait +Qatar – Higher ROI

Okaz

HPC - 9th, 10th, 12th Nov.

Advertising Plan – Radio / UAE TargetAudience

UAE residents +Arabic + English

Speakers

ResultRepetition of eventAnnouncementGradually + Cost Efficient

Advertising Plan – Mailing / Emailing TargetAudience

Dubai +Sharjah Top earners

Result2 Emailing link with

1 Mailing= MKT DirectSend an invitation + Program of the Art Fair

Emailing 10 000 emails of Sharjah + Dubai Top Earners+ 22Th October 2008 (Initially)

Mailing 10 000 Mailing towards Sharjah + Dubai Top Earners+ 27th October 2008 (Initially)

Emailing 10 000 emails of Sharjah + Dubai Top Earners+ 10Th November 2008

Advertising Plan – Airport TargetAudience

Abu DhabiTourists + Business

Travellers

ResultReaching all the

passengers of AD airportduring the Fair14th to 21th November 2008

Advertising Plan – Mall TargetAudience

Dubai + Al AinResidents

ResultPromote the fair

during the WE priorthe eventBurjuman Mall: Dubai: 6th to 8th November 2008

Al Ain Mall: Al Ain: 13th to 15th November 2008

Advertising Plan – Galleries / Restaurant

TargetAudience

Dubai / AD / Sharjah /Al Ain residents

ResultReach people in art environment + lifestyle Right places Vs. Right Time Vs. Right Leisure Environment

Campaign will start one day after receiving the flyers ???? TDIC

What about ART lovers?ARTPARIS ABU DHABI 2008

Reach the ART lovers

Print / Magazine

_Shawati / ADACH (Free)_CANVAS (Deal with organizer)_ Bidoun (Deal with organizer)

Direct MKTG

_Presence in the whole UAE Galleries of invitations & programs (CARAT)_ Dubai * Sharjah Cultural Councils

_ Activation (invitation) of all the international galleries present at the fair _ ADACH database_ TDIC database_ CANVAS database

Think Out of the Box

_ Invite the top 20 art editors in the world (NY Times)_ Invite the TV: ART TV_ Promotional work with Ministry of Culture / Ministry of Education

_ Advertising editorial in ART magazine_ Link with other ART events _ Continuous Educational program ARTParis during the year_etc …

PR

_ DATABAse ADACH_ Strategy * DATABAse Sylvia Beder_ Free lancer CARAT deal with Art Editors

Sylvia is working of the PR activation Europe / Asia

What about PR Strategy?ARTPARIS ABU DHABI 2008

PR Organization

ARTParis Abu Dhabi

ADACH TDIC

Sylvia Beder Agency

Sylvia Beder Agency CARAT SEM ADACH PR

ART World

Europe

Asia / US

2 Free Lancers

UAE

GCC / Levant

UAE

GCC / Levant

ART CommunityArabic World

PR Missions

ARTParis Abu Dhabi

ADACH TDIC

Sylvia Beder Agency

Sylvia Beder Agency CARAT SEM ADACH PR

ART World

Europe

Asia / US

2 Free Lancers

UAE

GCC / Levant

UAE

GCC / Levant

ART CommunityArabic World

Sylvia Beder: See Agency Report

PR Missions

ARTParis Abu Dhabi

ADACH TDIC

Sylvia Beder Agency

Sylvia Beder AgencyCARAT SEM ADACH PR

ART World

Europe

Asia / US

2 Free Lancers

UAE

GCC / Levant

UAE

GCC / Levant

ART CommunityArabic World

CARAT SEM PR missions:

• Recruit a PR team to support ADACH •Go between Sylvia Beder & ADACH • Collaborate with ADACH for the PR implementation in the UAE + Arabic World• Co-organize with ADACH the organization of the press conference•Monitoring and reporting of the PR Strategy (Collecting the job operated by ADACH) • Organizing meeting points with the UAE journalists• Assist the PR strategy during the fair

PR Missions

ARTParis Abu Dhabi

ADACH TDIC

Sylvia Beder Agency

Sylvia Beder AgencyCARAT SEMADACH PR

ART World

Europe

Asia / US

2 Free Lancers

UAE

GCC / Levant

UAE

GCC / Levant

ART CommunityArabic World

ADACH PR missions:

• Use the powerful DATABAse of ADACH (PR / ART)• Organize the press conferences • Translate the English version of Sylvia Beder press releases in Arabic & Valid the content • Organize with the UAE embassies the 2 press conferences – 26th and 28th – Qatar & Kuwait• Present physically during the fair to assist the PR + Sylvia Beder + improve the general welcoming of the Arabic Art editors• (See to the report sent by ADACH PR department)

What are the KPI’s?ARTPARIS ABU DHABI 2008

What Do We Want Communications to Accomplish(Slide 3)

Task

Challenge

Need

To investigate how to propose a concrete comm. solution to leverage ARTParis A.D. brand within local + International

Designing a solution that will fit with the organizers & recruit 12 000 visitors (including art buyers)

Create a comm. platform that will allow ARTParis Abu Dhabi to attract buyers, to educate local population & will benefit to the vision of Abu Dhabi

Evaluations / KPI

BrandARTParis Abu Dhabi remained a premium art event in the UAEARTParis Abu Dhabi enhanced their values (Visitors/Galleries/ Media)ARTParis Abu Dhabi is part of the art international stage

TA

ADACH

Reach around 12 000 to 15 000 visitorsBring International buyers and see the amount of salesSee the PR international impactNumber of ART tourists (Hotels; A.D. Economy)

TDIC

Sponsors /Galleries

Long Term = Educate local people and UAE + GCC residents to Modern * Contemporary art (Human being)

Short Term = Leverage locally * internationally Abu Dhabi brandthrough the fair / AD is a place to invest, to live, to be (Financial)

Exploitation of the emotional platform with their TA (sponsors)Exploitation of the art fair to generate revenues & new sales contacts

CARAT SEM Middle EastAl Hawaï TowerOff No. 205, Sheikh Zayed RoadPO Box 31585 DUBAI, United Arab Emirates

Gregory BolleManaging DirectorEmail: G.Bolle@carat-me.com

Olivier Turkel

Strategic Planning Advisor

Email: O.Turkel@carat-me.com

CARAT CULTURE FranceAnne Cecile TurnerFrance – Coordinator

Lea Levkovetz

France – Account Director