Norai Island, Abu Dhabi
Challenge:
To generate Russian media awareness for the new 7-star property development on Nurai island.
To position Nurai - and Abu Dhabi – in the Russian market as a high-quality and sophisticated destination alternative to Dubai.
Strategy:
Media awareness: Eventica developed a targeted media awareness campaign in the Russian luxury lifestyle and travel press to reach our core audience for this new destination. This campaign gradually familiarised the audience with Abu Dhabi in general and the Nurai development in particular.
Press visits: This campaign culminated with an intensive programme of press trips which brought the editors of leading glossies to experience the destination at first hand.
Event exposure: Abu Dhabi itself was showcased at the Russian Rhapsody Gala Dinner, which brought hundreds of Russian high net worth individuals and VIPs to the city. The event, organised and produced by Eventica, was a stage for a powerful promotion of the Nurai development.
Airline partnership: Eventica worked with UAE national airline Etihad to promote the airline’s new Moscow-Abu Dhabi route, to bring Russians direct to the destination, and not via Dubai.
Results:
Over 35 articles and features in Russia’s top glossies, including Tatler, Robb Report, Harper’s Bazaar, Vogue, Conde Nast Traveller, Menu and GQ following programme of press visits in August 2008
US $2.3 million value of PR coverage in total for Nurai, following Russian Rhapsody event at conclusion of 3-month project.
Etihad Airways Moscow-Abu Dhabi route launched successfully in December 2008, bringing vastly increased numbers of Russian travellers direct to Abu Dhabi.
To generate Russian media awareness for the new 7-star property development on Nurai island.
To position Nurai - and Abu Dhabi – in the Russian market as a high-quality and sophisticated destination alternative to Dubai.
Strategy:
Media awareness: Eventica developed a targeted media awareness campaign in the Russian luxury lifestyle and travel press to reach our core audience for this new destination. This campaign gradually familiarised the audience with Abu Dhabi in general and the Nurai development in particular.
Press visits: This campaign culminated with an intensive programme of press trips which brought the editors of leading glossies to experience the destination at first hand.
Event exposure: Abu Dhabi itself was showcased at the Russian Rhapsody Gala Dinner, which brought hundreds of Russian high net worth individuals and VIPs to the city. The event, organised and produced by Eventica, was a stage for a powerful promotion of the Nurai development.
Airline partnership: Eventica worked with UAE national airline Etihad to promote the airline’s new Moscow-Abu Dhabi route, to bring Russians direct to the destination, and not via Dubai.
Results:
Over 35 articles and features in Russia’s top glossies, including Tatler, Robb Report, Harper’s Bazaar, Vogue, Conde Nast Traveller, Menu and GQ following programme of press visits in August 2008
US $2.3 million value of PR coverage in total for Nurai, following Russian Rhapsody event at conclusion of 3-month project.
Etihad Airways Moscow-Abu Dhabi route launched successfully in December 2008, bringing vastly increased numbers of Russian travellers direct to Abu Dhabi.
