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CARAT SEM - Transforming CommunicationsMarketing Report - POST EVENTS FRENCH SEASON 1stEDITIONJune 2009
FRENCH SEASON 2009Few Picturesof the Event
French Season @ Press Conference
Opera - Roberto Alagna @ Emirates Palace
Opera Classic @ Emirates Palace
French Fashion Show @ Emirates Palace
Naval Painting Exhibition @ Marina Mall
UAE Students & La Sorbonne Abu Dhabi
Eurocopter / Hermes @ Emirates Palace
Christine Ockrent & France 24
Christophe de Margerie @ Emirates Palace
Serge Dassault @ Emirates Palace
Christine Lagarde @ Emirates Palace
President Sarkozy @ Louvre Abu Dhabi
President Sarkozy & Friendship
President Sarkozy & Friendship
FRENCH SEASON 2009Post Event report ofMarketing actionsObjectives & Results
Executive AgendaI. Advertising plan1. Direct Marketing campaign: posters display2. Direct Marketing campaign: invitations ...
I. Advertising Plan
1.Direct Marketing campaign:Posters Display
Objectives• Awareness of the French Season in Abu Dhabi• Exposure in highly frequented places(French season events site & ...
2. Direct Marketing campaign:Invitations Cards
Objectives• Awareness of the French Season in Abu Dhabi• To reach a specific audience (VIP, VVIP, stakeholders,partners an...
3. Radio Campaign:Arabic & English VersionsGregory Bolle
Objectives•Have a large media coverage before and duringthe event• Reach the most English (Radio 1 and Dubai Eye)and Arabi...
4. Media partnership:English Newspaper Khaleej TimesGregory Bolle
Objectives• Get Free advertising for the French Season•Awareness of the French Season in Abu Dhabi(advertising & editorial...
French Season’s investment AED 0Media partnership estimation costAED 150 000Source Khaleej Times Marketing DepartmentDetai...
5. Outdoor campaign:OOH / Lampposts campaign
Objectives• Awareness of the French Season in Abu Dhabi• Exposure in highly frequented Abu Dhabi Streets(Abu Dhabi Cornich...
6. Outdoor campaign:The Partnership Building BannerGregory Bolle
Objectives• OOH Partnership with Bin Murshed Holding•Awareness of the French Season in Abu Dhabi• Exposure in highly frequ...
French Season’s investment AED 0Building banner estimation costAED 160 000Source Bin Murshed HoldingGregory Bolle
7. Outdoor campaign:The Catamaran SailGregory Bolle
Objectives• Original guerilla campaign•Awareness of the French Season in Abu Dhabi• Exposure in all Abu Dhabi bayResults• ...
French Season’s investment AED 0Sail branding estimation costAED – Image OnlyThis campaign has not been activated efficien...
8. On-site activations:The Roll-ups & the Backdrop
Objectives• Brand awareness of the French Season foreach event• Use those marketing tools for the newspaper’sphotographers...
9. Public Relations:Arabic & English Press
Objectives• To get coverage in the main UAE dailies• To Deliver French Embassy message• To Cover French Season’s lack of a...
French Season’s investment AED 0Public Relation campaign estimation costAED 1 128 850Source ASDAAGregory Bolle
10. On-line Campaign :www.frenchseason-uae.com
Objectives• Marketing tool to improve the awareness ofthe French Season’s event• A complete on-line portal describing the ...
www.Frenchischic.com• Create a platform for the French Embassy to promote the French languageThree languages = English / A...
Source TattooGeographic location• Visitors mostly came from the UAE (81 %) andFrance (10%)• Visitors from the UK & the US ...
11. Catalogue French Season
Objectives• To give a better exposure to the sponsors (1 page)• To inform about the events of the French Season• To showca...
12. Catalogue Roberto Alagna’s Concert
Objectives• Free gift for all the Roberto Alagna’s concert guests• To link the prestigious event to the French SeasonResul...
II. Marketing Campaign Evaluation
1.Monitoring of theFrench Season Campaign
25 %60 %100 %70%0102030405090 %90 %Brand60708090100Direct MarketingROIPRCarat SEM ActionsAwarenessAttendanceExpected Results
Brand 90%The brand identity has been built:The coming editions to capitalize on a strong brandequity / Good asset for 2010...
2. Sponsors Exposure Monitoring
Premium Sponsors Gold Sponsors Silver SponsorsOfficial SponsorsEvaluation of the French Season sponsorship campaign
A wide range ofcommunicationchannels providedA wide range ofcommunicationchannels providedKey insightsNo coordination with...
3. THG / CARAT Sponsorship’scommitment
Meetings with all French Seasonstakeholders + Patricia Kass dealMARCH APRIL MAY JUNEDesign of the Sponsorshippackage + Com...
MARCH APRIL MAY JUNESPONSORSHIP STRATEGY +CLIENT SERVICING +COMMERCIALCOMMUNICATION STRATEGY +IMPLEMENTATION + CLIENTSERVI...
Ousama HarbAccount ManagerY&R Abu DhabiClient ServicingTel: +971 2 621 50 50Tania AzarAccount Executive,Y&R Abu DhabiClien...
THG / CARAT’s Financial Commitment
French Season’s investment AED 379 490Advertising campaign estimation costAED 677 490Source THG / CARAT
4. What Could We Improve in 2010?
ObjectivesApproach• To engage more the UAE organizations• To improve our direct marketing towards nationals• To rationaliz...
Advertising• To plan in advance ourcommunication campaign• To improve the direct marketingapproach• To get more means to d...
5. S.W.O.T: executive summary
STRENGTHSOPPORTUNITIESWEAKNESSESTHREATS A strong brand identity & visual A strong R.O.I regarding thecommunication budge...
CARAT SEM Middle EastAl Hawaii TowerOff No. 205, Sheikh Zayed RoadPO Box 31585DUBAI, United Arab EmiratesGregory Bolle
French season   abu dhabi - carat sponsorship - gregory bolle - culture sponsorship - ambassade de france - alain azouaou ...
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French season abu dhabi - carat sponsorship - gregory bolle - culture sponsorship - ambassade de france - alain azouaou initiative - may 2009

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Sponsorship / Branded content for State-Diplomacy / CARAT SEM / Gregory Bolle / May 2009

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Transcript of "French season abu dhabi - carat sponsorship - gregory bolle - culture sponsorship - ambassade de france - alain azouaou initiative - may 2009"

  1. 1. CARAT SEM - Transforming CommunicationsMarketing Report - POST EVENTS FRENCH SEASON 1stEDITIONJune 2009
  2. 2. FRENCH SEASON 2009Few Picturesof the Event
  3. 3. French Season @ Press Conference
  4. 4. Opera - Roberto Alagna @ Emirates Palace
  5. 5. Opera Classic @ Emirates Palace
  6. 6. French Fashion Show @ Emirates Palace
  7. 7. Naval Painting Exhibition @ Marina Mall
  8. 8. UAE Students & La Sorbonne Abu Dhabi
  9. 9. Eurocopter / Hermes @ Emirates Palace
  10. 10. Christine Ockrent & France 24
  11. 11. Christophe de Margerie @ Emirates Palace
  12. 12. Serge Dassault @ Emirates Palace
  13. 13. Christine Lagarde @ Emirates Palace
  14. 14. President Sarkozy @ Louvre Abu Dhabi
  15. 15. President Sarkozy & Friendship
  16. 16. President Sarkozy & Friendship
  17. 17. FRENCH SEASON 2009Post Event report ofMarketing actionsObjectives & Results
  18. 18. Executive AgendaI. Advertising plan1. Direct Marketing campaign: posters display2. Direct Marketing campaign: invitations cards3. Radio campaign / UAE4. Media partnership: Khaleej Times5. Outdoor campaign: lampposts campaign6. Outdoor campaign: building banner7. Outdoor campaign: catamaran8. On-site activations: roll-ups & backdrop9. Public Relations / Arabic and English10. Website activation: www.frenchseason-uae.com11. Catalogue French Season12. Catalogue Roberto Alagna’s concertII. Marketing Campaign Evaluation1. Monitoring of the French Season Campaign2. Sponsors Exposure Monitoring3. THG / CARAT Sponsorship’s commitment4. What Could We Improve in 2010?5. S.W.O.T: executive summary (Marketing & CommunicationItems)Gregory Bolle
  19. 19. I. Advertising Plan
  20. 20. 1.Direct Marketing campaign:Posters Display
  21. 21. Objectives• Awareness of the French Season in Abu Dhabi• Exposure in highly frequented places(French season events site & malls)• To enlarge to all communities: UAE Nationals &Expats’ (Westerners, Arabs & Asians)Results• 50 posters displayed by Ubi France inAbu Dhabi malls• 5 posters displayed in Alliance Francaise &French Business Council (Dubai based)•45 posters distributed by the French BusinessGroup & the French Embassy
  22. 22. 2. Direct Marketing campaign:Invitations Cards
  23. 23. Objectives• Awareness of the French Season in Abu Dhabi• To reach a specific audience (VIP, VVIP, stakeholders,partners and sponsors)• To engage the Target Audience with qualitativeinvitesResults• Etoile Fashion Show: 250 invitations sent• Marine painters exhibition: 250 invitations sent• Trees of Eternity exhibition: 250 invitations sent• Advanced Technology Forum: 500 invitations sent• Ubi France Arts & Crafts exhibition: 500 invitationssentDesign ofthe invitations cardsPb : Out of the 3000 produced invitation cards, only 1750 have been sentDesign ofthe envelopesObjectivesResults
  24. 24. 3. Radio Campaign:Arabic & English VersionsGregory Bolle
  25. 25. Objectives•Have a large media coverage before and duringthe event• Reach the most English (Radio 1 and Dubai Eye)and Arabic (Emarat FM) radio listeners in the UAE• Reach business executives based in Dubai with theBusiness breakfasts of DubaiResults• Gradual repetition of the French Seasonmain information in Arabic & English• Main strategic radio chosen (Arabic : Emarat)(English : Dubai Eye, Radio 1)• 160 radio spots - first three weeks of May 2009• Spot duration: 30 seconds• Diffusion : Sunday to Thursday; during the drive•time (morning, evening)• Rendez-vous: Rendez Vous is a topical Frenchlanguage show hosted by Katrina and Farah.On Thursday, May 28th,the show was fully dedicated to the French SeasonObjectivesResults
  26. 26. 4. Media partnership:English Newspaper Khaleej TimesGregory Bolle
  27. 27. Objectives• Get Free advertising for the French Season•Awareness of the French Season in Abu Dhabi(advertising & editorial content)• Drive people on our websiteResults• Advertising space in print in Khaleej Times mainSection (1 full page, 8 quarter pages)- Circulation 86 400 -• Advertising space in print in the daily supplementCity Times• Online promotional activity www.khaleejtimes.com• Editorial coverage all along the French SeasonObjectivesResults
  28. 28. French Season’s investment AED 0Media partnership estimation costAED 150 000Source Khaleej Times Marketing DepartmentDetails of the media deal:Gregory Bolle
  29. 29. 5. Outdoor campaign:OOH / Lampposts campaign
  30. 30. Objectives• Awareness of the French Season in Abu Dhabi• Exposure in highly frequented Abu Dhabi Streets(Abu Dhabi Corniche & Khaleej Street)Results• Size lampposts: 3m x 1 m•3 circuits (2 on Khaleej Street, one on Corniche)• 40 faces (x2) on Khaleej Street• 20 faces on Corniche• Duration: 2 weeks each (from the 2ndto the 4thweek of May)ObjectivesResults
  31. 31. 6. Outdoor campaign:The Partnership Building BannerGregory Bolle
  32. 32. Objectives• OOH Partnership with Bin Murshed Holding•Awareness of the French Season in Abu Dhabi• Exposure in highly frequented street of Abu DhabiResults•Building banner size: 4 m x 17 m• Location: Airport Road•Duration: 4 weeksObjectivesResults
  33. 33. French Season’s investment AED 0Building banner estimation costAED 160 000Source Bin Murshed HoldingGregory Bolle
  34. 34. 7. Outdoor campaign:The Catamaran SailGregory Bolle
  35. 35. Objectives• Original guerilla campaign•Awareness of the French Season in Abu Dhabi• Exposure in all Abu Dhabi bayResults• Sail banner size: 4 m x 3 m• Location: Abu Dhabi Bay•Duration: 1 weekObjectivesResults
  36. 36. French Season’s investment AED 0Sail branding estimation costAED – Image OnlyThis campaign has not been activated efficiently with ASDAAWe still don’t have the final picture of this campaign.Gregory Bolle
  37. 37. 8. On-site activations:The Roll-ups & the Backdrop
  38. 38. Objectives• Brand awareness of the French Season foreach event• Use those marketing tools for the newspaper’sphotographers• Sponsorship packageResults•2 roll-ups have been set up on each event-site• 1 backdrop has been displayed for the launchingPress conference and some prestigious events ofthe French Season• The press has displayed our brand identityObjectivesResultsGregory Bolle
  39. 39. 9. Public Relations:Arabic & English Press
  40. 40. Objectives• To get coverage in the main UAE dailies• To Deliver French Embassy message• To Cover French Season’s lack of advertising budget• To Reach a maximum of UAE residentsResults• Period: April - May 2009• Number of hits: 55• Total circulation: 4 813 493• Total reach: 14 440 479• 5 press releases distributed• Without the coverage of the PresidentNicolas Sarkozy’s official visit to the UAE• Excellent total coverage of the French Season indailies newspapers and websites from April to May• Astonishing ROI in PR for the French SeasonObjectivesResults
  41. 41. French Season’s investment AED 0Public Relation campaign estimation costAED 1 128 850Source ASDAAGregory Bolle
  42. 42. 10. On-line Campaign :www.frenchseason-uae.com
  43. 43. Objectives• Marketing tool to improve the awareness ofthe French Season’s event• A complete on-line portal describing the FrenchSeason in both languages• Use the website address for all our communicationmeans & tools (call for Action)Results• A bilingual (English & French) websitewww.frenchseason-uae.com including 4 dedicatedSections (about us, events, sponsors & contact us)• First result on Google when type ‘French SeasonUAE• Relay by all the FBG’s promotional emailingEnglish versionFrench versionObjectivesResults
  44. 44. www.Frenchischic.com• Create a platform for the French Embassy to promote the French languageThree languages = English / Arabic / French> Link with the French Season 2009 websiteObjectives
  45. 45. Source TattooGeographic location• Visitors mostly came from the UAE (81 %) andFrance (10%)• Visitors from the UK & the US represent 3 %• Remaining 6 % : visitors from 37 other countries(worldwide representation)• GCC Countries are also represented (8 peoplefrom Bahrain, 6 people from Saudi Arabia , 3people from Oman & Qatar)Monitoring of www.FrenchSeason-uae.com
  46. 46. 11. Catalogue French Season
  47. 47. Objectives• To give a better exposure to the sponsors (1 page)• To inform about the events of the French Season• To showcase the dynamism of the UAE Frenchcommunity towards the French DelegationResults•1000 French Season catalogues• 65 catalogues for the Official French delegation• Personally offered to: Christine Lagarde, SergeDassault, Guy Mestrallet, French Senator,the UAE Bank Governor• Catalogues have been distributed to all thePremium, Gold, Silver & Official sponsors of theFrench Season + guests of the Fashion ShowObjectivesResults
  48. 48. 12. Catalogue Roberto Alagna’s Concert
  49. 49. Objectives• Free gift for all the Roberto Alagna’s concert guests• To link the prestigious event to the French SeasonResults• Visual link (design) between the French SeasonPoster and the cover of the Roberto Alagna’sconcert catalogue• Catalogues of Roberto Alagna’s concert have beenDistributed to all spectators (800 people)• No advertising page of the French SeasonObjectivesResults
  50. 50. II. Marketing Campaign Evaluation
  51. 51. 1.Monitoring of theFrench Season Campaign
  52. 52. 25 %60 %100 %70%0102030405090 %90 %Brand60708090100Direct MarketingROIPRCarat SEM ActionsAwarenessAttendanceExpected Results
  53. 53. Brand 90%The brand identity has been built:The coming editions to capitalize on a strong brandequity / Good asset for 2010 editionAwareness 60%An efficient communication strategy althoughshort delays & strict deadlines / Need more budgetto reach more people in Dubai / UAE nationalsAttendance 70%Very satisfying as regards the French expat’communityNot satisfying enough as regarding the UAENationals attendanceMust begin the campaign earlierROI 100%Excellent ROI due to an efficient PR strategy(Dailies, online)PR Investment 0 €PR Estimation’s cost AED 1 128 850Direct Marketing 25%A better engagement of the TA would imply tohave more SMS & E-mailing campaigns as well asflyers distribution in strategic locationsMore implication of the UAE CommunitiesPR 90%Good coverage in Dailies & OnlineHave to communicate outside UAE(France, GCC)
  54. 54. 2. Sponsors Exposure Monitoring
  55. 55. Premium Sponsors Gold Sponsors Silver SponsorsOfficial SponsorsEvaluation of the French Season sponsorship campaign
  56. 56. A wide range ofcommunicationchannels providedA wide range ofcommunicationchannels providedKey insightsNo coordination withsponsors’ marketingdepartmentsNo coordination withsponsors’ marketingdepartmentsSatisfying but couldhave been optimizedthrough a rationalactivationSatisfying but couldhave been optimizedthrough a rationalactivationLate delivery ofinvitations due to a lackof time / coordinationLate delivery ofinvitations due to a lackof time / coordinationHospitalityManagementHospitalityManagementP.R coverage &co-brandingplatformsP.R coverage &co-brandingplatformsFinal Return onInvestmentFinal Return onInvestmentAn ‘experientialmarketing’ approachon-site is missingAn ‘experientialmarketing’ approachon-site is missingOn-site activationOn-site activationPremium SponsorsFully addressedinfrequently addressedCarat SEMrequirementsBrand exposureBrand exposureGold sponsors Silver/Official sponsorsEvaluation of the French Season sponsorship campaign
  57. 57. 3. THG / CARAT Sponsorship’scommitment
  58. 58. Meetings with all French Seasonstakeholders + Patricia Kass dealMARCH APRIL MAY JUNEDesign of the Sponsorshippackage + Commercial MeetingsSPONSORSHIP STRATEGY + CLIENTSERVICING +COMMERCIALCommercial MeetingsFull Communication StrategyCreative IdentityOn-line Campaign – FrenchSeasonFollow-up with many FrenchSeason StakeholdersCOMMUNICATION STRATEGY +IMPLEMENTATION + CLIENTSERVICING + COMMERCIALFollow-up with the sponsorsPR ImplementationMarketing Direct ActivationOn-line Campaign –Frenchischic.comCatalogues, Brochures andPosters productionMass Media Implementation =Radio + OOHFollow-up of the French Seasonevents – full supportPRODUCTION + IMPLEMENTATION+ PR + CLIENT SERVICING +SPONSORS MANAGEMENT2009
  59. 59. MARCH APRIL MAY JUNESPONSORSHIP STRATEGY +CLIENT SERVICING +COMMERCIALCOMMUNICATION STRATEGY +IMPLEMENTATION + CLIENTSERVICING + COMMERCIALDesignOnlinePRProductFrench Season LogoFrench Season Posters + …French Season Web DesignRadio Copyrighter Arab + EngFrench Season Website ENGPR StrategyPress ConferenceRoll up + BackdropEnvelope + BrochureCD Stickers + CD CoverOverallDesign Lamppost Corniche RDesign Lamppost Khaleej SDesign Advertising A4 + A5Design Invitation x 5 itemsCatalogue Alagna Ar/ Fr / EnCatalogue Alagna Ar/ Fr / EnPRODUCTION + IMPLEMENTATION +PR + CLIENT SERVICING + SPONSORSMANAGEMENTCatalogue Season EnglishFrenchischic Website ENGFrench Season Website FRAInvitation + Follow-upPhysical Presence x 8 times5 press releasesMonitoringAlagna catalogue5 different invitationsFrench season catalogue1000 French Season postersAlagna InvitationSponsorship PackageCommunication Strat.Rendezvous Radio – 2 hoursMedia Partnership – K. Times2009
  60. 60. Ousama HarbAccount ManagerY&R Abu DhabiClient ServicingTel: +971 2 621 50 50Tania AzarAccount Executive,Y&R Abu DhabiClient ServicingTel: +971 2 621 50 501 Creative Director2 Creative Team1 Junior Creative1 CopyrighterWunderman1 Web-client servicing1 Web-designerGeorgesVanderchmittPresidentParis / DubaiStrategic RelationshipTel: +33 (0)1 41 16 67 77Gregory BolleManaging Director,DubaiClient RelationshipTel: +971 435 72 76Sebastien SayeghAccount ManagerDubaiClient ServicingTel: +971 435 72 76THG / CARATCore TeamTHG / CARATCreative TeamTHG / CARATPR TeamBrian CarvalhoManaging DirectorASDAA Abu DhabiClient RelationshipTel: +971 2 621 50 50Charbel TaniosAccount DirectorASDAA Abu DhabiClient ServicingTel: +971 2 621 50 50Deena QassemAccount ManagerAbu DhabiClient ServicingTel: +971 2 621 50 50THG / CARATMedia BuyingProductionGhayas MawlaMedia planner,DubaiClient ServicingTel: +971 435 72 76Arif KhanGroup Head-Buying,DubaiClient ServicingTel: +971 435 72 76Bagarsh PramodHead of ProductionDubaiClient ServicingTel: +971 435 72 76
  61. 61. THG / CARAT’s Financial Commitment
  62. 62. French Season’s investment AED 379 490Advertising campaign estimation costAED 677 490Source THG / CARAT
  63. 63. 4. What Could We Improve in 2010?
  64. 64. ObjectivesApproach• To engage more the UAE organizations• To improve our direct marketing towards nationals• To rationalize more our marketing approach for eachevent of 2010• To increase your advertising budget•To increase Direct Marketing towards the UAE Nationals: e-mailing & SMS campaigns• To increase Direct Marketing within the Malls: flyers & leaflets distribution in malls• To implement a media partnership strategy far earlier – TV, Print, etc• To involve the French community in Dubai with their local advertising means• To activate once more your sponsors (UAE / Regional / French companies)• To use the magazine of the FBC / FBG to get a better coverage• To improve the PR strategy in France• Endorsement of the Season by a member of the Royal familyObjectivesOpportunitiesImprove the Advertising Campaign
  65. 65. Advertising• To plan in advance ourcommunication campaign• To improve the direct marketingapproach• To get more means to develop thecommunication in Dubai + NorthernEmiratesEvents• To prefer quality rather thanquantity• To propose events more in linkwith the UAE national aspirations(sport, entertainment, culture,Falconery,…)Opportunities• Extend the French Season inDubai + Al Ain• Create events with Frenchcompanies…• Get a better activation of thesponsors to improve our reachImprovements• Improve the communication withall the project managers / leaders• Lease more with the UAEnationals organisations such asAbu Dhabi Business Women, etc• Reach the young generations ofUAE nationals / Charity programFrench Season 2010Top of Mind for 2010 edition
  66. 66. 5. S.W.O.T: executive summary
  67. 67. STRENGTHSOPPORTUNITIESWEAKNESSESTHREATS A strong brand identity & visual A strong R.O.I regarding thecommunication budget Prestigious events to leveragethe French Season ‘brand equity’:Roberto Alagna’s concert, EtoileFashion show… The French Season hascapitalized on the FrenchPresident’s visit Short delays for communication Global crisis: less sponsorship liquidity Too much ‘micro-events’ Not enough communication towards theUAE NationalsWebsite should have an Arabic version To capitalize on thesuccess of the 1stEdition Higher patronage More PR activationin France Efficientsponsorship activation To extend theFrench Season eventsto all the Emirates(Dubai, Sharjah…) Sponsors liquidity due to the crisis The same or less communicationbudget for the other editions Not enough liquidity/attractiveness topresent prestigious eventsThe sponsorship activationcan be improvedA better PR coveragein France / internationallyTo extend the French Season eventsto all the UAE territorySponsors liquidityThe Events prestigeThe communication budgetNo official diplomatic visit toleverage the coming editionsStrong brand identity
  68. 68. CARAT SEM Middle EastAl Hawaii TowerOff No. 205, Sheikh Zayed RoadPO Box 31585DUBAI, United Arab EmiratesGregory Bolle
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