Art paris abu dhabi audit october 2008 - carat sponsorship - gregory bolle - abu dhabi art
This whole presentation is Carat’s Intellectual Propertyand 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’sMENA Best ART FAIR?
Methodology & Frameworkfor comm. plan ofARTPARIS ABU DHABI 2008
What Do We Want Communications to AccomplishTaskChallengeNeedTo investigate how to propose aconcrete comm. solution to leverageARTParis A.D. brand within local +InternationalDesigning a solution that will fit with theorganizers & recruit 12 000 visitors(including art buyers)Create a comm. platform that will allowARTParis Abu Dhabi to attract buyers, toeducate local population & will benefit tothe vision of Abu Dhabi
METHODOLOGYBusinessPlanThis whole presentation is Carat’s Intellectual Propertyand cannot be divulged without a written authorization from Carat legal department.
UNDERSTAND & DISCOVERBusiness_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 ActionBrand_ French flavor + Arabic one_ Associated to the “Glamour” of Paris such asmany luxury brands_ Young & Elegant & Elitist & Personal_ Leverage Abu Dhabi name with ParisCompetitor_Local: Art Dubai
THINKFEEL DO- Mainstream people speak highlyof ARTParis Abu Dhabi-ARTParis AD is a premium eventrelated to contemporary *modern art- The Best Pieces of Modern &contemporary artists will beavailable- ARTParis AD is the first stoneof a massive Abu Dhabi planfor culture & art- ARTParis AD is a Free access &offer me the opportunity to buypiece of art- ARTParis AD is differentexperience that any otherart fair-ARTParis AD is a great emotional* educative platform- Visit ARTParis Abu Dhabi- Educate & Buy at ARTParis AbuDhabiThis whole presentation is Carat’s Intellectual Propertyand cannot be divulged without a written authorization from Carat legal department.
Key InsightARTParis Abu Dhabi is related to two motivationsTDIC (Short & Middle term) + ADACH (Long Term)ImplicationsProposal needs to involve * Educate Localcommunity & impact at a regional / intl. levels
Key Insight Abu Dhabi has a particular populationImplicationsProposal needs to involve Arabic * English comm.channels / engage directly people with the event
Key InsightModern & Contemporary Art is not yet identifiedby GCC citizens (including AD passport owners)ImplicationsProposal needs to charm all the demographicsegments of GCC (not exclusive to expats)
ARTParis Abu Dhabi is the Best Art Eventavailable in the whole Region forModern & Contemporary ArtEducation + Emotion + Buying OpportunitiesWhat is the Main Comm. 0bjective?This whole presentation is Carat’s Intellectual Propertyand cannot be divulged without a written authorization from Carat legal department.
ARTParis Abu Dhabi is a “Must Go” EventFree - Accessible in the UAE - PrestigiousWhat Do We want the People to Think?
Premium Art fair accessible forallBrandOfferingA unique venueBrandOfferingBest Intl. Galleries BrandOfferingCreating new artbuyers for IntlGalleriesTargetAudienceLearning, Enjoying,Bolding, BuyingWhat is our Engagement Platform?
Communication Platforms &IntegrationsARTPARIS ABU DHABI 2008
Advertising Plan – Print / UAE TargetAudienceUAE residentsResultCost efficient Mediapartnership with ADdailies
Advertising Plan – Magazine / UAE TargetAudienceUAE + GCC +Levant residentsResultEngage the event inreader’s lifestylesFinance CommunityAdvertising CommunityLifestyle + ART + In-flight
Advertising Plan – Print / Arabic World TargetAudienceArabic speakers+ Art buyersWorldwideResultExport the brandout of the UAEbordersAL Hayat IntlHPC - 3rd Nov.FPC - 5th Nov.Asharaq Al AwsatHPC - 10th Nov.FPC - 12th Nov.
Advertising Plan – Radio / UAE TargetAudienceUAE residents +Arabic + EnglishSpeakersResultRepetition of eventAnnouncementGradually + Cost Efficient
Advertising Plan – Mailing / Emailing TargetAudienceDubai +Sharjah Top earnersResult2 Emailing link with1 Mailing= MKT DirectSend an invitation + Program of the Art FairEmailing10 000 emails of Sharjah + Dubai Top Earners+ 22Th October 2008 (Initially)Mailing10 000 Mailing towards Sharjah + Dubai Top Earners+ 27thOctober 2008 (Initially)Emailing10 000 emails of Sharjah + Dubai Top Earners+ 10Th November 2008
Advertising Plan – Airport TargetAudienceAbu DhabiTourists + BusinessTravellersResultReaching all thepassengers of AD airportduring the Fair14thto 21th November 2008
Advertising Plan – Mall TargetAudienceDubai + Al AinResidentsResultPromote the fairduring the WE priorthe eventuman Mall: Dubai: 6thto 8thNovember 2008Ain Mall: Al Ain: 13thto 15thNovember 2008
Advertising Plan – Galleries /RestaurantTargetAudienceDubai / AD / Sharjah /Al Ain residentsResultReach people in artenvironment + lifestyles Vs. Right Time Vs. Right Leisure Environmentwill start one day after receiving the flyers ???? TDIC
Reach the ART loversPrint / 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 galleriespresent at the fair_ ADACH database_ TDIC database_ CANVAS databaseThink Out of the Box_ Invite the top 20 art editors in the world (NYTimes)_ Invite the TV: ART TV_ Promotional work with Ministry of Culture / Ministryof Education_ Advertising editorial in ART magazine_ Link with other ART events_ Continuous Educational program ARTParis duringthe year_etc …PR_ DATABAse ADACH_ Strategy * DATABAse Sylvia Beder_ Free lancer CARAT deal with Art EditorsSylvia is working of the PR activation Europe /Asia
What about PR Strategy?ARTPARIS ABU DHABI 2008
PR MissionsARTParisAbu DhabiADACH TDICSylvia BederAgencySylvia BederAgencyCARAT SEM ADACH PRART WorldEuropeAsia / US2 Free LancersUAEGCC / LevantUAEGCC / LevantART CommunityArabic WorldCARAT 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 joboperated by ADACH)• Organizing meeting points with the UAE journalists• Assist the PR strategy during the fair
PR MissionsARTParisAbu DhabiADACH TDICSylvia BederAgencySylvia BederAgencyCARAT SEMADACH PRART WorldEuropeAsia / US2 Free LancersUAEGCC / LevantUAEGCC / LevantART CommunityArabic WorldADACH 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 – 26thand28th– 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 Do We Want Communications to Accomplish(Slide 3)TaskChallengeNeedTo investigate how to propose aconcrete comm. solution to leverageARTParis A.D. brand within local +InternationalDesigning a solution that will fit with theorganizers & recruit 12 000 visitors(including art buyers)Create a comm. platform that will allowARTParis Abu Dhabi to attract buyers, toeducate local population & will benefit tothe vision of Abu Dhabi
Evaluations / KPIBrandARTParis 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 stageTAADACHReach 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)TDICSponsors /GalleriesLong Term = Educate local people and UAE + GCC residents toModern * 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 31585DUBAI, United Arab EmiratesGregory BolleManaging DirectorEmail: G.Bolle@carat-me.comOlivier TurkelStrategic Planning AdvisorEmail: O.Turkel@carat-me.comCARAT CULTURE FranceAnne Cecile TurnerFrance – CoordinatorLea LevkovetzFrance – Account Director