glob com 2009 team 02
TRANSCRIPT
Global CommunicationsPlan
Aspire CommunicationsTeam 2
• Who are we?• Vision and Mission• Situation Analysis• Goals and Objectives• Key Messages• Target Countries• Target Publics• Global Strategy• Key Campaigns• Individual Country Tactics and Implementation • Global Budget• On-going Measurement and Evaluation• Questions
Overview
WHO ARE WE?• International Public Relations consultancy established in 2004.• Specialized service to all clients but with a global reach• Offices in 9 countries, gives allows us to give our clients the global
competitive edge.• We value: Professionalism, Integrity, Innovation, Creativity and Honesty• Believe in long term, sustainable change.• Expertise:
– Media and entertainment; Not-for-profit associations; Travel and tourism; Education; Healthcare; Sports industry and Professional services.
• We offer:– Event management, media relations, community relations and engagement,
new media, sponsorship management, communications strategy management
• To actively achieve growth and expansion in all areas of business, through creative communications that create significant, sustainable and strategic change.
• To provide clients with a dedicated approach to the deliverance of tailored communications with a global reach and disciplined solutions that not only meet the needs of the client, but exceed them.
Vision and Mission
Situation AnalysisSTRENGTHS
•World class performers will attract new audiences•Love of travel to different countries•Strong following of arts lovers around the world
WEAKNESSES
•Media coverage of Abu Dhabi often overshadowed by Dubai•Globally not much awareness of ADMAF•Abu Dhabi related to luxury- thought of as too expensive
OPPORTUNITIES
•New generations•Establishing ties with music and art organisations around the world•Increase presence of international acts at ADMAF•Establishing Abu Dhabi as a multi-cultural, modern and exciting place to visit
THREATS
•Misconceptions of Abu Dhabi and culture•Global Financial Crisis•Many cultural events exist in target audiences home countries
To bring information about the development and culturally rich experiences of Abu Dhabi to international audiences within the 3 year time frame.
Goals and Objectives include:• To have the Abu Dhabi Music Festival be an internationally acclaimed event that is on
par with prestigious and well know festivals around the world.• To bring information about the development of Abu Dhabi to international audiences,
by implementing a strong strategic communications campaign.• To attract stakeholders, financial supporters, and global companies to participate in
ADMAF events and concerts, either as sponsors or participants within 6 months.
• To increase the international media coverage of Abu Dhabi by 20% within 1.5 years.• To increase the awareness of the Abu Dhabi Music and Arts Festival by 40% within 3
years.• To increase the visitors to both Abu Dhabi and the Music and Arts Festival by 15% in 3
years
Goals and Objectives
• Abu Dhabi is a multi-cultural, exciting and unique travel destination.
• Abu Dhabi is an exotic, unique, modern and culturally rich place to visit.
• The Abu Dhabi Music and Arts Festival is a prestigious, world class event that showcases a stunning line-up of renowned performers.
• Abu Dhabi is a new cultural hub of the world.
Key Messages
• Through creating a Global Strategy we have chosen to focus on targeting our strategy to the following countries:– UAE– USA– Italy– Spain– Australia– Portugal– UK– India
Target Countries
Students
Music and Arts Enthusiasts
Families
Newlyweds
Retirees
Etihad Airlines
Community Groups
Government Organisations
Competition Participants
Theatre Patrons
Media
Travelers
TargetPublics
Target Publics
To build and increase awareness of Abu Dhabi Music and Arts Festival and Abu Dhabi on an international scale through the co-ordination of strategies targeting specific countries. The implementation of these will bring information about Abu
Dhabi to the attention of the publics on a local, state, national and international level.
Awareness will be built through promotional activities, media, educational and cultural programs as well as strategic
alliances both internationally and locally.”
Global Strategy
Campaign Plans
• Focuses on building Abu Dhabi as an exotic and multi-cultural place to visit
• Increases awareness of Abu Dhabi globally
• Aims to educate the international public about the multi-cultural, modern and unique qualities of Abu Dhabi
Abu Dhabi ‘Your Journey Begins Here’
• Media relations strategy is all encompassing part of the whole communications plan
• Will include: – Print – TV – Radio– New media
• These will be targeted on a local, state, national and international level.
• Increasing awareness through social media
Media Relations
Young Composer Competition
• A global scheme to generate awareness of Abu Dhabi as a cultural centre by encouraging young talent.
• A competition, challenging students at top arts universities and institutions in the 5 key countries specified by ADMAF to compose an original piece of music that embodies the culture of their own country.
• One winner from each country will travel to Abu Dhabi and attend workshops and musical sessions in partnership with the education and awards programme run by the foundation.
• Each winner will then be offered the chance to perform at the Abu Dhabi Music and Arts Festival (March 2010).
• Perform at a key national event or location in their own country. Such as BBC Proms, Sydney Opera House or Coliseum
• Aims to increase awareness based on building upon current cultural events.– Global Tour– Gala/Institution Evenings– Previews– Arts Events
• In conjunction with prestigious international orchestras, musical groups, arts organizations and dance companies.
ADMAF Cultural Events
INDIVIDUAL COUNTRY TACTICS
&IMPLEMENTATION
Young Composer Competition• The final contest held in “El Gran
Teatre del Liceu”, Barcelona.• Students invited to attend-
information sent out to schools and conservatories.
• Press releases and feature articles sent to local and national media
Spain
ADMAF Cultural Events• Previews of ADMAF- Music Tour• Brochures, press releases and feature
articles to promote• Collaboration of both Spanish and
Emirati artists.• Held in prestigious venues, so as to
reach wider target audience.• Obtain relevant media coverage,
deriving from the popularity of these theatres and build on the popularity of the collaborative artists.
Spain
ADMAF Cultural Events• Painting Competition• draw something related to
Abu Dhabi and Spain. The winner will get the chance to go to Abu Dhabi and to the ADMAF festival for free.
• Encourage people to have contact with Abu Dhabi. Spanish publics will relate the city through art and culture.
Spain
ADMAF Cultural Events• Cultural Institutions Dinner• invite the leaders of prestigious
cultural institutions in Spain.• Chance for ADMAF board or selected
members to gain key contacts, and possibly promotional and investment partnerships.
Spain
Media Relations• Creation of a website in Spanish,
containing information about events by ADMAF taking place in Spain, such as concerts and contests etc
• Send press kit and invitations to Spanish media, inviting them to come to ADMAF and Abu Dhabi
• For example : “Españoles por el mundo” (Spaniards around the world)
– on TVE 2, the public Spanish channel
Spain
• Organize a press conference to inform the media about ADMAF and newsworthy developments.- To signify beginning of festival or opening of competition
• A special feature story in the “Ópera Actual” magazine, the most prestigious magazine of classical music in Spain.
• ADMAF Blog, where people could have discussions about all things related to arts, music, singers, CD, etc. with the ADMAF festival as the centre
TACTICS
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Comp. competition
ADMAF tour
Online
Painting competition
Television prgram
Institutions dinner
Press conference
ADMAF blog
“Opera Actual”
2009 2010 2011
Timeline for Spain
Abu Dhabi: ‘Your Journey Begins Here’Media Relations
Television Media• NDTV Good times, Discovery, Travel
& Living, and other main channels .• Feature Stories and media releases
which focus on Abu Dhabi’s , exotic locales, different cuisines, shopping, multi-cultural society.
• Promotional videos at major events in Abu Dhabi – Abu Dhabi Grand Prix, upcoming international cricket series between Pakistan and Australia, food festivals, shopping festivals, etc.
India
• Print Media• Through newspapers like – Times of India
• And magazines like India Outlook, India Today, Outlook Traveller
• Advertorials about Abu Dhabi and ADMAF
• Contributory articles about Abu Dhabi as a new travel hot spot.
India
• Radio:• Promotional programs on Radio
Mirchi- the prime radio channel in India.
• Internet:• Blogs: where the grandiose
nature of ABU Dhabi is highlighted, environment, shopping paradise, experiences of people who have visited the place.
• Communities in social networking websites – encouraging people to travel to Abu Dhabi, inviting people who have relatives there, people who have visited Abu Dhabi before and share a passion for the place.
India
ADMAF Cultural Events• Preview shows that highlight ADMAF
performers• Press releases and feature stories
sent to media outlets– Secure interviews in newspapers.
• Background Information on the guests through contributory articles, sponsored supplementary pages, magazines (that contain articles about ADMAF).
• Shows on major music channels showcasing their music and life.
• In all the major musical academies in India – organising events, workshops for the students in the respective academies.
• Issue Press Releases about promotional events in Music Stores across the country (CDs n DVDs ) and also Music Stores which sell instruments.
• Music Communities in Orkut, Facebook – put up information about ADMAF.
India
ADMAF Cultural Events
• Smaller Cultural Event : To set the tone for the final event of ADMAF 2009 in Abu Dhabi.
• Over 3 months in 6 different cities in India- Mumbai, Delhi, Calcutta, Bangalore, Hyderabad and Chennai.
• Media Partners will be DNA.• The various musical talents in India
will be encouraged not only from urban areas, but also rural areas.
• Contests and competitions: The winner gets to go ADMAF 2009.
• Sponsors in regards to Airlines – Kingfisher, Jet Airways
• Travel Agencies – Yatra.com• Spot bookings, coupons advertised
in all the mediums of Media.
India
Abu Dhabi: ‘Your Journey Begins Here’• Launch local media coverage of all
ADMAF events and attractions in the UAE in general. (Printed and electronic media tools).
• Press releases and feature articles to: Travel magazine, The National newspaper and online websites
• Produce a tourism booklet/brochure about Abu Dhabi and cultural attractions
United Arab Emirates
Abu Dhabi: ‘Your Journey Begins Here’
• Contact local and global T.V shows to broadcast Abu Dhabi videos in general and AMDAF events in specific. Programs will include attractions, upcoming events of AMDAF, with details of who, when, where, and why.
United Arab Emirates
Abu Dhabi: Your Journey Begins HereADMAF Cultural Events• Launch exhibitions at Abu Dhabi
National Exhibitions Company (ADNEC)– Exhibitions will include photo
gallery exhibitions and antique exhibitions with videos
• The photo gallery exhibition will include photos of the UAE from the past to the present, and photos of all previous ADMAF events.
• Invite sponsors as well as potential financial supporters as VIP’s. – Encourage visitors guests to use
the sponsors’ services and products.
• Negotiate special offers with the tickets of ADMAF events. Cooperate with stores at Abu Dhabi mall and Marina mall (famous shopping malls in Abu Dhabi) to provide us with offers up to 15% off per ticket.
– Possible :Two for price of one offers
to the concert.
-
United Arab Emirates
ADMAF Cultural Events • Alliance and strategic association
with a charity that aligns with ADMAF’s goals, vision and mission
– Supports philanthropy allows ADMAF to be linked and support the cause
• Selected members from the organization and from ADMAF will be invited to welcome the guests and provide a summary of ADMAF and its strong and philanthropy with charity purposes.
United Arab Emirates
Tactic Date
Launch media coverage July 2009
Launch exhibitions at ADNEC (Abu Dhabi National Exhibitions Company)
October 2009
Invitation to sponsors September 2009
Encourage visitors and ADMAF guests to use the sponsors’ services and products.
November 2009
Launch an awareness campaign locally April 2010
Provide special offers with the tickets of ADMAF events
October 2010
Create strategic alliance between ADMAF and chosen charity.
April 2010
Timeline for UAE
Young Composers CompetitionMedia Coverage:
• Promoted to each university/ college/ academy. - e-mail to course tutors.
• Press releases to key media and displayed on the ADMAF website (pre and post competition)
• Involvement with key cultural event (BBC proms) - news coverage in particular arts and culture supplements in national newspapers
• Guaranteed broadcast on television, radio and online via BBC iplayer.
United Kingdom
Young Composers CompetitionMedia Coverage Continued...
• Negotiating with Ethiad airways & The Times newspaper (in the UK)
• A voucher in conjunction with the festival for a free ticket to the performance of the winning students’ compositions when they book flights to Abu Dhabi
• Promote the booking of flights to Abu Dhabi, the festival itself and the competition promoting international culture to our target public.
United Kingdom
Potential to be transferable among other Abu Dhabi cultural initiatives.
Student competition schemes could also be run in conjunction with:
• Emirates Film Festival
• ‘Poet of the Million’ national poetry competition. • Abu Dhabi Louvre (2012) • Guggenheim art museum in Abu Dhabi
United Kingdom
Media Coverage and Promotion
• Preparation and dissemination news and information about ADMAF, its events and programs in the form of news releases and feature articles- targeting major music publications
• Production and dissemination of promotional video about ADMAF and Abu Dhabi.• Video performances from Young Composers Competition placed on YouTube• Invitations to reporters of major American media to visit Abu Dhabi and ADMAF.
United States of America
• Involvement, organizing and participation in special cultural/music events, concerts, conferences in the USA.
• Involve travel agencies and other tourism agencies
• Close collaboration and partnering with non-profit cultural organizations in every state in the USA to organize these big cultural festivals.
• The festival will be promoted at all universities in the United States, as well as
through social media such as facebook.com and twitter.com.
United States of America
Tactic Templates for USA
(to be formed by each state)Brochure (front and back)
Tactic Templates for USA
(to be formed by each state)Brochure (inside)
Tactic Templates for USA
(to be formed by each state)Flyer
Tactic Templates for USA
(to be formed by each state)Poster
Tactic Templates for USA
(to be formed by each state)PSA
February: Week 1: LouisianaWeek 2: Texas, Week 3: New MexicoWeek 4: Arizona
May:Week 1: MontanaWeek 2: South DakotaWeek 3: MinnesotaWeek 4: Wisconsin
August:Week 1: VirginiaWeek 2: KentuckyWeek 3: South CarolinaWeek 4: Georgia
March: Week 1: CaliforniaWeek 2: NevadaWeek 3: UtahWeek 4: Colorado
June: Week 1: IowaWeek 2: IllinoisWeek 3: IndianaWeek 4: Michigan
September:Week 1: FloridaWeek 2: Alabama Week 3: MississippiWeek 4: Arkansas
April:Week 1: WyomingWeek 2: IdahoWeek 3: OregonWeek 4: Washington
July:Week 1: OhioWeek 2: MaineWeek 3: New YorkWeek 4: Pennsylvania
October:Week 1: MissouriWeek 2: KansasWeek 3: Oklahoma
Timeline USA
Media Relations• Media releases and feature stories sent out to main television media outlets TG1,
Studio Aperto and radio outlets Radio RAI, and online via radio RAI and newspapers such as La Reppublica
• Direct-mail and brochures sent to universities, colleges and academies• Press releases sent out to the leading tourist and financial newspapers and
magazines : Giornale del Turismo and Travel Quotidiano
• Internet: create a new website with most important information about Abu Dhabi (culture, lifestyle, places to visit) and ADMAF
• Create a website in Italian language to create awareness about the ADMAF Festival and Abu Dhabi in general
Italy
Abu Dhabi ‘Your Journey Begins Here’
• Media releases and feature articles sent to tourism press as well major cultural magazines and newspapers
• Create a series of reports for web and articles for important website such as www.viagginrete-it.it
• Participation at the most important tourism shows like BIT (International tourism exchange), BMT (Borsa Meditterranea del Turismo)
Italy
ADMAF Cultural Events
• Media releases to cultural magazines and arts and culture supplements in national newspaper
• Event to take place in the Coliseum of Rome a concert of Andrea Bocelli (one of the greatest world tenors) and Italian Symphony Orchestra
• Promotion through brochures• Every visitor will receive a brochure, in
which the first part will introduce the ADMAF Festival (presenting all the guest performers) and the other part will illustrate the beauties of Abu Dhabi (with pictures of main sights and luxury hotels and beaches)
• Invitation to selected opinion leaders from tourism and music business
Italy
Italy
Specific tactics 2010-2012 Jan Feb Mar AprilMay Jun Jul Aug Sep Oct Nov Dec
Youth composer competition
Final competition (Sanremo)
Promo videos
Media releases to Print media
Media releases to TV stations
Fairs and exhibitions
On-line PR
Journalist trip
Concert
Abu Dhabi ‘Your Journey Begins Here’• Partnership with large travel agencies
in Portugal.
• Media Releases and feature stories sent out to promote multi-cultural and unique qualities of Abu Dhabi
Portugal
ADMAF Cultural Events
• Partnership with some of the cultural organizations in Portugal, as the Calouste Gulbenkian Foundation and the Centro Cultural de Belém and Casa da Música do Porto
• Partnership with prestigious Portuguese universities related to the study of art and music
Portugal
• The participation of ADMAF foundation in the international tourism exhibition
• Bring artists from Abu Dhabi to perform in the festival of Músicas do Mundo of Sines
Portugal
ADMAF Cultural EventsArts Exhibition: Organize an arts exhibition, with the
work of some artists from EUA, to promote their work and culture. This exhibition will take place in the Centro Cultural de Belém, in Lisbon.
• Concerts: Organize restricted concerts with some of the artists who will perform at the ADMAF festival. These concerts are only open to representatives of Portuguese cultural organizations, and representatives of more targeted media for the dissemination of the arts. These concerts will have place in Centro Cultural de Belém, Calouste Gulbenkian Foundation and Casa da Música do Porto.
Portugal
Media Relations• Partnership with Portuguese
comunication agency
Media Coverage- ADMAF to be promoted to the target
publics through:
Television - to be promoted on the national channel RTP2 since this channel includes numerous programs related to art and culture in general and in the cultural agendas of television channels as SIC and TVI.
Radio - the festival to be promoted on radio targeted to the young, ANTENA3 or MEGAFM. Also on radio disclosed in culture in a more serious, RCP and TSF.
Newspapers - the festival to be promoted in Portuguese newspapers of specialty, BLITZ . And also in the free newspapers distributed in the subway stations and on trains.
Magazines - it is important that the festival is promoted in the magazines of the specialty, TIME OUT, as well as in the agendas of the major Portuguese cultural centers. It is also be promoted in the supplements of newspapers relating to this subject.
Portugal
Strategies TimingsArts Exhibition in CCB July, 2010
Concert in Centro Cultural de Belém September, 2009
Concert in Casa da Música March, 2010
Concert in Gulbenkian Foundation January, 2011
1st Contest Jun. 2009 - Dec. 2009
2nd Contest Jun. 2010 – Dec. 2010
3rd Contest Jun. 2011 – Dec. 2011
Promotions Feb. 2010 and Feb. 2011
Media Relations Jan. 2010 – May 2010 & Jan. 2011 – May 2011
Invitations Feb. 2010 and Feb. 2011
ADMAF in the International Tourism Exhibition Jan. 13th to Jan. 17th, 2010
Abu Dhabi artists performing in Musicas do Mundo & Excursions
To be dated
Timeline Portugal
Abu Dhabi as a Destination• Media Releases and feature stories to
travel magazines, news paper lift outs and travel TV shows. On a local, state and national level
– Focusing on the exotic and unique experiences of Abu Dhabi.
– Media Kits sent to televisions shows such as Getaway, The Great Outdoors, Pilot Guides and Lonely Plant TV.
• Develop Strategic alliances with travel agencies, airlines and hotels for packages.
– Possible focus on Abu Dhabi as a honeymoon destination
Australia
Media RelationsInternet Campaign• Increase amount of information
available about Abu Dhabi and ADMAF;
• Create travel blogs;• Investigate other social media such
as facebook, twitter, myspace;• Update and place more interactive
features on ADMAF website such as videos and blogs;
• Sponsorship with Etihad to be maximised to increase internet traffic.
Australia
Media Outlets:State Newspapers• The West Australian• Sunday Times• The Daily Telegraph• The Sunday Telegraph• Sydney Morning Herald• Northern Territory NewsCommunity Newspapers• Canning Times• Melville Times• Southern Gazette• Camden Advertiser
Magazines• STM• Sunday Magazine• Travel• Scoop traveller
Other Media To include;Radio• ABC Classic FM• Classical Music Community Radio• Austereo Network
Australia
ADMAF Cultural Events• Press Kits sent to creative arts
magazines and arts/culture newspaper editors;
• Feature stories sent to travel lift outs of newspapers;
• Create a charity gala event to increase awareness of ADMAF;
• Develop ADMAF preview evenings in association with orchestras.
Australia
ADMAF Cultural Events:ADMAF Preview Events
• Event which will involve ADMAF performers working with selected performing arts groups from Australia
• Will be a preview of what viewers can expect from ADMAF• These performance events will be shown in four of the main multicultural cities in
Australia; – Perth– Sydney– Melbourne– Darwin
Images: lonelyplanet.com
Australia
Young Composer Competition• Media Releases sent to creative arts
schools, associations and companies;• Media Releases announcing opening
of nominations to local and state newspapers;
• Media Releases announcing country representative to newspapers, radio stations and TV arts programs;
• Feature article on countries finalist sent to creative arts magazines and arts/culture newspaper editors.
Australia
Charity Gala Evening• Create an annual Charity Event to be
held in four cities around Australia during September.
• Event showcases performers from Abu Dhabi Music Festival
• The evening highlights all elements of the culture of Abu Dhabi – with an “Arabian Nights” theme to attract public and three course meal of food from the region.
• Sponsorship by Etihad
• Proceeds towards a worthy charity – An alliance/partnership can be set up
between ADMAF and chosen organisation.
• Competition run on the night at each event to win a trip for two to Abu Dhabi including tickets to all ADMAF events, accommodation and flights
Australia
Promotional strategy:• Flyers• At the venue before the event• Special invitations:
• Universities• Musical Institutions• Retirement homes
• Posters• ADMAF and Charity website• Radio• Announcements at local music events
e.g. Western Australian Symphony Orchestra
Global Gala Dinner
Held in over 30 locations worldwide, this is a Charity event not to miss.
With classical entertainment all the way from the ADMAF festival in Abu Dhabi, and includes a three course meal, wine, beer and soft drinks.
When: Saturday September 26th, 2009
Where: Burswood Grand Ballroom
Time: 7pm to 12am
Dress: Evening Wear
Theme: Arabian Nights
Tickets: $180 per person
Tickets can be purchased from the venue or on the ADMAF website - www.admaf.org
Half of proceeds from the night go towards (insert educational foundation here), and two lucky guests will win flights, accommodation, festival tickets for the next ADMAF festival in 2010.
Australia
Year 1 Half 1 Year 1 Half 2 Year 2 Half 1 Year 2 Half 2 Year 3 Half 1 Year 3 Half 2
Abu Dhabi as a destination
Media Releases and Feature Articles
Send releases Write and send media releases to local and state news papers
Send releases to travel magazines
Send releases and features to travel TV shows
Alliance with travel agents
Develop and establish alliances so packages can be advertised
Evaluate progress
Internet Campaign
Increase information Research sites which don’t feature ADMAF
Propose information for those sites
Evaluate progress
Create travel blogs Ask honeymooners to write blog on their experience
Evaluate progress
Timeline Australia
Year 1 Half 1 Year 1 Half 2 Year 2 Half 1 Year 2 Half 2 Year 3 Half 1 Year 3 Half 2
Promotion of ADMAF as an event
Release press kits Release information about ADMAF to educational institutions
ADMAF Previews Approach music institutions about possible previews
Conduct previews
Gain feedback
Young Composer Campaign
Propose idea Send media releases Gather entries
Competition Due date Choose winner, have conference
Evaluate for possible improvements
Timeline Australia
SUMMARY
Budget
Countries Strategies Cost Total
UAE Media $10,529 US
$105,529 USAbu Dhabi $15,000 US
YCC $40,000 US
ADMAF $40,000 US
UK Media $17,000 US
$177,000 USAbu Dhabi $10,000 US
YCC $100,000 US
ADMAF $50,000 US
India Media $15,000 US
$150,000 USAbu Dhabi $15,000 US
YCC $70,000 US
ADMAF $50,000 US
Global Budget
Countries Strategies Cost Total
Portugal Media $12,350
$204,850 USAbu Dhabi $17,500 US
YCC $100,000 US
ADMAF $75,000 US
USA Media $15,000
$210,000 USAbu Dhabi $25,000 US
YCC $100,000 US
ADMAF $70,000 US
Australia Media $15,000 US
$195,000 USAbu Dhabi $20,000 US
YCC $100,000 US
ADMAF $60,000 US
Global Budget
Countries Strategies Cost Total
Spain Media $20,000
$195,000 USAbu Dhabi $15,000 US
YCC $100,000 US
ADMAF $60,000 US
Italy Media $20,000 US
$205,000 USAbu Dhabi $20,000 US
YCC $100,000 US
ADMAF $65,000 US
Total $1,442,379 US
Global Budget
On Going Measurement
Evaluation
QUESTIONS?
