Cases studies

How to launch Abu Dhabi as a MICE Destination in the French Market. France – 2008 & 2009

• Agencies : Interface Tourism France
• Services : Events - Representation - Trade Development
• Clients : Abu Dhabi Tourism Authority

Brief

As an important hub, Abu Dhabi has naturally been considered over the years to be an international business tourism destination due to its strategic location in the Middle East at the crossroads of Asia, Africa and Europe. Nevertheless Abu Dhabi’s global image was not attractive enough to make it come spontaneously to the minds of corporate French decision makers.

The challenge was to position Abu Dhabi as a credible new Corporate and MICE destination.

Tactics

Objective: to communicate to MICE Agencies and Corporate Travellers and to increase their destination awareness and their knowledge about new infrastructures and ongoing mega projects.

• Database creation (Corporate & MICE).
• Programme of MICE sales calls and Fam Trips with meeting planners and corporate buyers.
• Information segmented for the Corporate & MICE: newsletters, brochures with selling points listing competitive advantages, an events calendar, available services (airlines, DMC’s), hotel industry development...
• Participation at the most important MICE trade shows (MEEDEX & BEDOUK) and design of a luxurious VIP lounge to astound the TOP show visitors.
• Participation in the ANAE (French Association of MICE agencies) annual meeting and presentation of Abu Dhabi as MICE destination.
• Corporate Communication & PR: advertorial, advertising plan and media relations with leading MICE and Corporate Media.
• Sponsorship of the 2008 "Trophées Voyages d’Affaires" event (Corporate Travel Celebration) – 800 trade people (CEO, DG, Travel Managers, Purchasing Managers, Suppliers, MICE agencies and their networks, Trade and Consumer press, VIPs from the economic and political world).

Result

• The image of Abu Dhabi was transformed and it is now perceived as a trendy and exciting MICE Destination, with great projects opening in the period 2010-2012. 
• Meedex MICE Trade Show - April 2009 (Paris)
  
  • 50 hot prospects committed to developing Abu Dhabi
  • Invitation and newsletter sent to 15.000 potential visitors: corporates, associations and event agencies
  • A 15 pages destination web-guide sent to 22.000 French meeting planners and buyers.
• Voyages d’Affaires – Trade supplement April 2009
  • Mailing to 8.500 subscribers : decision makers in MICE agencies, travel departments in important companies, travel agencies specialised in business trips, hosted buyers