We are Aspire Communications. We believe in long term sustainable change. We are by no means about the quick fix. We want results for our clients that last. We are an international PR consultancy that was established in 2004 and quickly grew to have offices in 9 countries. We are relationships driven and believe in creating lasting relationships with all our clients. We value professionalism, integrity, innovation, creativity and honesty. We have expertise in all areas of public relations communications and offer a wide variety of services. Each communications plan is specially planned, researched and put together the client.
These results were found through conducting SWOT and PEST analysis within each country that the plan will target. These analysis’ were then compiled and cross examined. We found these commonalities were occuring globally in the promotion, coverage and overall view of Abu Dhabi and ADMAF- and could potentially have an affect on our communications plan. However the strategy that Aspire Communications have devised has identified these and aims to overcome these and maximize areas of opportunity. The Through conducting these analysis’ we found some commonalities in the way and which ADMAF and Abu Dhabi are viewed around the world.
These goals and objectives can be tailored specifically to each country. Each country will focus on creating awareness in their own country We also want to develop Abu Dhabi’s global cultural initiatives through building on high profile cultural activities.
These key messages will be used throughout the implementation of the strategy around the world. The key messages will be apart of all aspect of the communications plan that Aspire Communications has devised for ADMAF.
The PR plan devised by Aspire Communications focuses on these countries due to the large opportunities of growth of awareness that exist within these countries. These are the priority target countries within the plan due to factors such as little to no awareness, opportunities for growth/affecting large target publics and creativity in the types of tactics that can be implemented. Plans for a global roll out to other countries at a later date.
Within these countries we will focus on creating and building more awareness amongst these key target groups.
We have devised a global strategy that will build and increase upon the reputation of the Abu Dhabi Music Festival, as many publics internationally have not heard about it. The strategy will also build the publics awareness of the development that is occurring in Abu Dhabi at present. The strategy will position Abu Dhabi as multi-cultural, exciting and exotic place to visit.
The plan will consist of a main overarching global strategy that can be specifically targeted to each country. However the plan will be in two main phases- Abu Dhabi as a destination and Abu Dhabi Music Festival. The reason for this is that our research found that many people amonst the chosen publics were not even aware of where Abu Dhabi is, and if they were they were unaware of many aspects of the country and culture. The plan will consist of four main campaigns that take part globally and then can be tailored to suit each country and that also have supporting campaigns and tactics surrounding them- based on country. These four campaigns will be implemented globally. Aspire Communications plan will have two phases to it… The first; to promote Abu Dhabi as an exotic and multi cultural place to visit. This phase will focus of promoting Abu Dhabi as city. The second phase the plan shifts its focus to promoting the Abu Dhabi Music and Arts Festival.
The plan to develop and implement global campaigns that focus on the unique, multi-cultural and modern qualities of Abu Dhabi on promoting the Abu Dhabi Music Festival as prestigious world class event. Our communications plan can also then be broken down further into four main campaigns that will be implemented in the selected countries. These plans allow Abu Dhabi to be promoted as a unique, exciting and modern place to visit- having many draw cards that visitors would be attracted to. But not only that it further promotes the ADAMAF around the globe.
To promote Abu Dhabi to the world, we at Aspire Communications took our inspiration from the old saying that ‘Life is a journey- not a destination’. Rather than simply promoting Abu Dhabi as a ‘destination’ we want to highlight the traditions, history , multi-cultural aspects of the city and combine that with the direction that Abu Dhabi is taking now and in the future. We want to highlight the journey that Abu Dhabi has been on and in turn promote the wonderful experiences and journeys that travelers can begin once they choose to explore Abu Dhabi. It’s the journey that matters, not the destination. When we hop on an airplane we know that any destination is within reach… its about making the journey enriching and joyful. In life how you travel is as important as where you arrive… and the journey begins here in Abu Dhabi.
Updating website to be even more interactive, with video footage, blogs and links. Developing an Abu Dhabi travel blog and a ADMAF blog- these will showcase experiences that you can have in Abu Dhabi, attractions and cultural events. Utilizing sites such as myspace, facebook which have intricate net work of people from target audiences- allows ADMAF and Abu Dhabi to reach new audiences and increase the scope of international awareness
Music knows no barriers carries across all contexts, cultures and languages. Because its about the feeling the emotion that comes through in the tone, the pitch of the notes, the volume and expression of the piece. With all forms of creative arts be it music, dramatic, movement or otherwise what comes through is the common human experience. The expression of self, the emotion, feeling and message crosses all cultural barriers regardless. The Young Composer Competition is a global scheme that aims to bridge gaps between cultures through the power of music.
This global series aims to showcase the performers and talents that take part in the ADMAF. Each country has a few select events that take place to increase awareness of ADMAF. These include previews, a global tour, gala evenings (charity fundraisers), arts and painting events/competitions/exhibitions. The previews and such will occur either as a support act or a combined event (dual line up) with another musical/performance act from the targeted country. Combining the previews with events that are already occurring or with companies that are known in the country- increases the amount of people who will become aware of ADMAF. Pairing it with music that is traditional from the host country- Spanish music, traditional Italian Opera- will increase the number of potential viewers.
While each country has the same global strategy and the overarching campaigns that prevail. How they approach and implement these is unique in itself. The 4 main campaigns have been tailored to suit each country, and the countries individual situation, needs, goals and objectives have been taken into consideration when devising the break down.
The exact days will be negotiated with every country in particular. In Spain would be around December 2009. Will increase awareness and promote Abu Dhabi as an upcoming multi-cultural centre for people around the world, especially to students.
A music tour in Spain promoting the ADMAF festival. It would include classical music, opera, jazz and Spanish typical songs. The people who would assist these performances would have all the information about ADMAF. There would be people giving information about the festival (a folder with pictures, the list of the performances, etc) We would choose some people from the Emirates ,experts in music (singers, pianist, etc). They would be invited to Spain to do the tour. They would be involved in recitals, and perform some interesting pieces of Arabic music. A Spanish singer would also accompany this person in the theatres. It would be a mix between Spanish and Arabian art, and that could be interesting to catch the attention of our target.
This is for people of all ages- any one can enter.
The website will also contain general information about Abu Dhabi and it will have links to ADMAF website, to Abu Dhabi official tourism website and many others. It will have information about museums in AD, famous buildings and interesting architecture. It will be possible to download the songs of the contest, and vote for them. Will improve awareness of Abu Dhabi in the Spanish publics. ** Side note** Press Conference ONLY undertaken if all other avenues are exhausted or can actually build up very news worthy content- as conferences can be a little unreliable. To make Abu Dhabi closer to the Spanish publics. To show the mix between tradition and modern that is present inAbu Dhabi. To increase the desire of visiting Abu Dhabi. Opera Actual feature article- The target of this magazine is wealthy middle-aged people with high culture, one of our specific targets. This magazine speaks always about the most important festivals in the world, and ADMAF should be one of those festivals.
Aim is to secure the top mainline newspapers to carry articles about the guests profiling shows where they have preformed in the past.
The booklet will include suggestions for tourists and attractions in Abu Dhabi eg. museums, mosques, hotels, and shopping malls. It will also include maps, and important numbers of embassies, hospitals, etc.
Negotiate with famous local celebrities and personalities to cover the events. If concert is held invite 2 or more people targeting different ages and groups. Eg: seniors would prefer classical music, while students and young people would prefer more dynamic artists.
Send out invitations for expressions of interest in VIP passes for entering exhibition organized by ADMAF. Then notify of VIP status to attend special events and concerts for ADMAF. Prepare a VIP meet and greet/welcoming section for these patrons at ADMAF events. Provide sponsors with transportation from the hotel to the exhibition If the Airline Agency is a sponsor: we will book these for tourists and ADMAF guests, or recommend these services. Negotiation of printing the sponsors logos on ADMAF publications, websites etc, and vice versa depending on agreement with the sponsoring organization .
A percentage of the money raised from ticket sales from special events held to support the charity will be given to those organizations: Possible organizations include cancer research, AIDS research or an education foundation
Provide a code to enter when booking flights from the Ethiad airways website. There will only be a limited number of tickets available and the voucher will be printed two months prior to the festival (January).
ADMAF previews and cultural concert series that showcases ADMAF performers in conjunction with prominent organizations and musical events that exist in USA. Prominent Emirati artists will be invited to the festival to promote the culture: Mona Saudi, Nja Mahdaoui, Laila Shawa, Jamal Abdul Rahim, Ali Omar Ermes and others. Festival to be promoted through any major cultural event to reach out to the cultural elite as well.
These are some examples of the types of brochures that can be created…
An example of flyer promoting ADMAF Previews
Involvement with key cultural event (Sanremo) - news coverage in particular arts and culture supplements in national newspapers (La Reppublica entertainment and culture supplement) Send out expressions of interests to journalists seeking to travel to Abu Dhabi and ADMAF Organise trips for journalist of the main newspapers with sections dedicated to the travel and tourism (“Dove” - newspaper cooperating with Corriere della Sera, “Panorama”, “Il venerdi di Reppublica”), to create an impact on the vacations trend of our target.
Highlights ADMAF- as Bocelli is ADMAF performer. Also to include other ADMAF performers from UAE to highlight the diversity of the festival. Gaining opinion leaders support will help to increase further media coverage.
Create promotions in travel magazines about Abu Dhabi, so that the Portuguese can organize trips to go to the festival. Organize excursions for the Portuguese so that they get to know Abu Dhabi properly and not only the festival itself.
This second partnership will encourage the Portuguese students to discover what Abu Dhabi is doing in arts and music and to participate in such events.
This tourism exhibition meets several travel agencies and hotels around the world, so it’s important to ADMAF to be a part of it so that the Portuguese publics can become more familiar with ADMAF. Performance of Abu Dhabi artists in Festival das Músicas do Mundo – This festival holds 40 concerts from the different areas of music (from jazz to rock). What is desired are several performances by musicians from Abu Dhabi in several areas of music, so that the audience of the festival can experience music from Abu Dhabi and perhaps curious to find out more. - This festival is the biggest world music party in Portugal. Festival Músicas do Mundo is a music festival in Portugal organized by Sines’ City Council, every year, in July (last two weeks). The target audience of this festival is everyone that is open to discovering new music. So it is important that the artists of Abu Dhabi participate in it, so that the Portuguese know what as been done there.
A Portuguese comunication agency will make the comunication for the Portuguese much easier. -This partnership is important, because a Portuguese communication agency is more aware of the media that should be interested in this kind of event. This agency can mediate every communication between the ADMAF and the Portuguese media. - This agency can also invite some famous people to participate in the festival and to be a part of the festival promotion in Portugal. Portuguese people tend to trust more the events that involve famous people. Journalists are also to be invited by this agency.
Through using the four main media campaigns the message will be disseminated into the Australian public. Media kits sent to all relevant outlets. Focusing on Abu Dhabi being the new place to travel to. Create package deals for honeymooners including flight, accommodation, ADMAF tickets and other local attractions
Many popular tourism websites do not feature ADMAF: http://www.middleeasthub.com/abu-dhabi/events-exhibitions/ http://www.dubaiabudhabi.com/abu-dhabi-tourist-attractions/ Encourage strategic partnership with such websites. As well negotiation deal with etihad that has links to ADMAF on there websites
Promotion of ADMAF as an event will take place once awareness of Abu Dhabi has been amongst the targeted publics
The ADMAF performers will perform with other groups such as; WASO in Perth, and The Australian Symphony Orchestra in Sydney, Melbourne and Darwin. The Media will be made aware of the event in advance and will be invited along to view the performance. Media Releases will be sent to community newspapers and performing arts schools. Media kits will be sent to magazines with a tourism focus and creative arts focus. Coverage likely due to the link and popularity of WASO and Australian Symphony Orchestra, it is a way to familiarise Australian audiences with the performers from the prestigious festival.
The evening is a chance for ADMAF to be associated with a charity/philainthrophic organization. This would make the ADMAF’s involvement more localized and newsworthy and therefore more likely to receive press coverage. Possible charities- The Education Foundation of Australia, AIDS, Cancer Council… an organization that aligns with the vision & mission of ADMAF Negotiate sponsorship for the event with ADMAF sponsor Etihad Airlines
The budget is broken down into the campaigns that will be implemented globally.
Aspire Communications believes in achieving results for our clients. By setting SMART goals and objectives at the beginning of the project gives a way to measure the effectiveness of our communications plan. On going evaluation and measurement of the communications plan will occur on a country and international level. At Aspire we believe in accountability and want our clients to get the absolute most out of their strategic plan. Each country will be assessed as per their own individual interpretation of the main strategy and campaigns. Individual assessment is crucial to determine how campaigns are being received by the countries publics. Through the evaluation of our outcomes and results we will be able to measure whether the communication materials and messages that were disseminated have resulted in any awareness, understanding, opinion, attitude or behavioral changes on the part of our targeted audiences. This diagram shows common methods of evaluation that will apply to all countries. Re-evaluate current situations as the program progresses, to assure that we are on track
Find out how attendance at ADMAF has progressed.. Has it grown over the course of the plan? Creation of database of people who have taken part in each individual countries tactics/activities which can be utilised for survey’s etc.
We at Aspire Communications would like to thank you for this opportunity today. Please consider our proposal. We would sincerely like to be part of this rich and wonderful cultural journey that ADMAF is about to embark on. We believe that your journey begins here.
Global Communications Plan Aspire Communications Team 2
Through creating a Global Strategy we have chosen to focus on targeting our strategy to the following countries:
Target Publics Students Music and Arts Enthusiasts Families Newlyweds Retirees Etihad Airlines Community Groups Government Organisations Competition Participants Theatre Patrons Media Travelers 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.”
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
Promotional programs on Radio Mirchi- the prime radio channel in India.
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.
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.
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.
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
Timeline for UAE 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
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
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.
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.
Timeline Portugal Strategies Timings Arts 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
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 26 th , 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
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 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
Budget Global Budget Countries Strategies Cost Total UAE Media $10,529 US $105,529 US Abu Dhabi $15,000 US YCC $40,000 US ADMAF $40,000 US UK Media $17,000 US $177,000 US Abu Dhabi $10,000 US YCC $100,000 US ADMAF $50,000 US India Media $15,000 US $150,000 US Abu Dhabi $15,000 US YCC $70,000 US ADMAF $50,000 US
Global Budget Countries Strategies Cost Total Portugal Media $12,350 $204,850 US Abu Dhabi $17,500 US YCC $100,000 US ADMAF $75,000 US USA Media $15,000 $210,000 US Abu Dhabi $25,000 US YCC $100,000 US ADMAF $70,000 US Australia Media $15,000 US $195,000 US Abu Dhabi $20,000 US YCC $100,000 US ADMAF $60,000 US
Global Budget Countries Strategies Cost Total Spain Media $20,000 $195,000 US Abu Dhabi $15,000 US YCC $100,000 US ADMAF $60,000 US Italy Media $20,000 US $205,000 US Abu Dhabi $20,000 US YCC $100,000 US ADMAF $65,000 US Total $1,442,379 US