- Baderman Island Resort was founded in 1922 when a German family immigrated to Canada and gradually expanded their land holdings, establishing a botanical preserve and resort on an island in a river. - In 2004, the resort opened to the public as a self-contained island resort with hotels, dining, recreation facilities and spa. They now plan to expand to Dubai, UAE based on the country's ability to create artificial islands and favorable weather. - The expansion faces risks around cultural differences, environmental impact, and regional political instability that must be addressed through an ethical public relations campaign using various tools to represent the culture and differences respectfully while promoting the new resort.

2. Dan Dyer – Introduction, Organizational History and Overview Eric Calderon – PR Scenario and Organizational Publics Marc Kirkland – Ethical Implications and PR Campaign Objectives Neil Sinay – Strategy Risks and PR Tools Matt Ellis – Business Implications and Conclusion

3. 1922 – Emigrated from Germany to the Kelsey Valley 1923 – Purchased 2600 Acres of farm land near the Kelsey River 1932 – Purchased an old lighthouse from family town in Germany 1941 – Leased 1000 acres to local organic farmers 1952 – New Baderman Estate

4. 1978 – Set aside 400 acres for botanical preserve 1988 – Resort conversion 1995 – Donated 20 acres of land to the city of Kelsey 2001 – Kelsey River Bend was redirected and Baderman became and island 2004 – Baderman Island Resort opened to the public

5. Self contained island resort Visitor Center Convention Center Hotels Day Spa/Pools Golf Course Trolley System Ferry Service Unique Leisure Experience

6. Expand to an overseas location in Dubai, UAE 319 hotels total revenues of Dhs13.2 billion 32% European, 28% Arabs, 23% Asians, 8% Americans, 6% Africans and 3% Australasia and Pacific region guests Dubai’s ability to create an island is unique Terrific year round weather Plan to use local country resources when possible Statistics Source: Analysis of 2007 Dubai Hotel Establishment Statistics

7. Internal employees Shareholders Existing and prospective customers Travel agencies Vendors Airlines and cruise lines Local media Local people

8. Cultural Differences Honoring cultural beliefs Breaks and traditions Religious Prejudice Hiring practices Mirror clientele

9. Environmental Damages Coral reef “…values are the provision of food and shelter for a wide range of marine species, the protection of coastal regions from storms, the prevention of coastal erosion and the support of commercial fishing and recreational activities--namely scuba diving and sport fishing” (Butler,2005)

10. Create excitement Represent Island Complete international resort Represent Differences 319 other hotels in area Impress Local Media Rapport Media dictates who’s hot

11. Cultural Nuances Large variety of media organizations and cultures Logistical issues Inability to differentiate resort features Rapid growth

12. Promotional Giveaway 1 week trip Airfare New Baderman Island Dubai Website Artist renderings Accommodations Island layout Direct Mail Previous guests Newsletter Previous guests Internal for employees Grand Opening Event Gala Dinner Open House

13. Regional instability Anti-semetic attitudes War on Terror Iran, Yemen, Pakistan, Syria Economic Baderman’s ROI Exchange rates Pricing Line of thinking Global thought with local action CSR Giving back to the local community Communications Media rapport Feedback Measurement Exchange Rates 100 USD = 367.25 Dh <Dirham> 100 EUR = 567.75 Dh 100 CNY <Yuan> = 52.50 Dh 100 JPY <Yen> = 3.50 Dh

14. Baderman’s beginnings Destiny in Dubai Culture connection Malleable market Weather Public perspectives Expansion ethics Campaign goals and objectives Realization of risks PR tools used Baderman’s business implications