Download - Art paris abu dhabi audit october 2008 - carat sponsorship - gregory bolle - abu dhabi art
This whole presentation is Carat’s Intellectual Property and 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’s MENA Best ART FAIR?
Methodology & Frameworkfor comm. plan of
ARTPARIS ABU DHABI 2008
What Do We Want Communications to Accomplish
Task
Challenge
Need
To investigate how to propose a concrete comm. solution to leverage ARTParis A.D. brand within local + International
Designing a solution that will fit with the organizers & recruit 12 000 visitors (including art buyers)
Create a comm. platform that will allow ARTParis Abu Dhabi to attract buyers, to educate local population & will benefit to the vision of Abu Dhabi
METHODOLOGY
BusinessPlan
This whole presentation is Carat’s Intellectual Property and cannot be divulged without a written authorization from Carat legal department .
UNDERSTAND & DISCOVER
Business
_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 Action
Brand
_ French flavor + Arabic one_ Associated to the “Glamour” of Paris such as many luxury brands_ Young & Elegant & Elitist & Personal _ Leverage Abu Dhabi name with Paris
Competitor_Local: Art Dubai
THINK
FEEL DO
- Mainstream people speak highly of ARTParis Abu Dhabi
-ARTParis AD is a premium event related to contemporary * modern art
- The Best Pieces of Modern & contemporary artists will be available
- ARTParis AD is the first stone of a massive Abu Dhabi plan for culture & art
- ARTParis AD is a Free access & offer me the opportunity to buy piece of art
- ARTParis AD is different experience that any other art fair
-ARTParis AD is a great emotional * educative platform
- Visit ARTParis Abu Dhabi
- Educate & Buy at ARTParis Abu Dhabi
This whole presentation is Carat’s Intellectual Property and cannot be divulged without a written authorization from Carat legal department .
Key Insight ARTParis Abu Dhabi is related to two motivationsTDIC (Short & Middle term) + ADACH (Long Term)
Implications Proposal needs to involve * Educate Local community & impact at a regional / intl. levels
Key Insight Abu Dhabi has a particular population
Implications Proposal needs to involve Arabic * English comm.channels / engage directly people with the event
Key Insight Modern & Contemporary Art is not yet identifiedby GCC citizens (including AD passport owners)
Implications Proposal needs to charm all the demographicsegments of GCC (not exclusive to expats)
ARTParis Abu Dhabi is the Best Art Event available in the whole Region for
Modern & Contemporary Art
Education + Emotion + Buying Opportunities
What is the Main Comm. 0bjective?
This whole presentation is Carat’s Intellectual Property and cannot be divulged without a written authorization from Carat legal department .
ARTParis Abu Dhabi is a “Must Go” Event
Free - Accessible in the UAE - Prestigious
What Do We want the People to Think?
Premium Art fair accessible for all
BrandOfferingA unique venue Brand
OfferingBest Intl. Galleries Brand
Offering
Creating new art buyers for Intl
Galleries
TargetAudience
Learning, Enjoying, Bolding, Buying
What is our Engagement Platform?
Communication Platforms &Integrations
ARTPARIS ABU DHABI 2008
Advertising Plan – Print / UAE TargetAudienceUAE residents
ResultCost efficient Media partnership with AD
dailies
Advertising Plan – Magazine / UAE TargetAudience
UAE + GCC +Levant residents
ResultEngage the event inreader’s lifestyles
Finance CommunityAdvertising Community
Lifestyle + ART + In-flight
Advertising Plan – Print / Arabic World TargetAudience
Arabic speakers + Art buyersWorldwide
ResultExport the brandout of the UAE
borders
AL Hayat Intl
HPC - 3rd Nov. FPC - 5th Nov.
Asharaq Al Awsat
HPC - 10th Nov. FPC - 12th Nov.
Advertising Plan – Print / GCC TargetAudience
KSA residents +Arabic Speaker
ResultProposed Press
Conferences in Kuwait +Qatar – Higher ROI
Okaz
HPC - 9th, 10th, 12th Nov.
Advertising Plan – Radio / UAE TargetAudience
UAE residents +Arabic + English
Speakers
ResultRepetition of eventAnnouncementGradually + Cost Efficient
Advertising Plan – Mailing / Emailing TargetAudience
Dubai +Sharjah Top earners
Result2 Emailing link with
1 Mailing= MKT DirectSend an invitation + Program of the Art Fair
Emailing 10 000 emails of Sharjah + Dubai Top Earners+ 22Th October 2008 (Initially)
Mailing 10 000 Mailing towards Sharjah + Dubai Top Earners+ 27th October 2008 (Initially)
Emailing 10 000 emails of Sharjah + Dubai Top Earners+ 10Th November 2008
Advertising Plan – Airport TargetAudience
Abu DhabiTourists + Business
Travellers
ResultReaching all the
passengers of AD airportduring the Fair14th to 21th November 2008
Advertising Plan – Mall TargetAudience
Dubai + Al AinResidents
ResultPromote the fair
during the WE priorthe eventBurjuman Mall: Dubai: 6th to 8th November 2008
Al Ain Mall: Al Ain: 13th to 15th November 2008
Advertising Plan – Galleries / Restaurant
TargetAudience
Dubai / AD / Sharjah /Al Ain residents
ResultReach people in art environment + lifestyle Right places Vs. Right Time Vs. Right Leisure Environment
Campaign will start one day after receiving the flyers ???? TDIC
What about ART lovers?ARTPARIS ABU DHABI 2008
Reach the ART lovers
Print / 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 galleries present at the fair _ ADACH database_ TDIC database_ CANVAS database
Think Out of the Box
_ Invite the top 20 art editors in the world (NY Times)_ Invite the TV: ART TV_ Promotional work with Ministry of Culture / Ministry of Education
_ Advertising editorial in ART magazine_ Link with other ART events _ Continuous Educational program ARTParis during the year_etc …
PR
_ DATABAse ADACH_ Strategy * DATABAse Sylvia Beder_ Free lancer CARAT deal with Art Editors
Sylvia is working of the PR activation Europe / Asia
What about PR Strategy?ARTPARIS ABU DHABI 2008
PR Organization
ARTParis Abu Dhabi
ADACH TDIC
Sylvia Beder Agency
Sylvia Beder Agency CARAT SEM ADACH PR
ART World
Europe
Asia / US
2 Free Lancers
UAE
GCC / Levant
UAE
GCC / Levant
ART CommunityArabic World
PR Missions
ARTParis Abu Dhabi
ADACH TDIC
Sylvia Beder Agency
Sylvia Beder Agency CARAT SEM ADACH PR
ART World
Europe
Asia / US
2 Free Lancers
UAE
GCC / Levant
UAE
GCC / Levant
ART CommunityArabic World
Sylvia Beder: See Agency Report
PR Missions
ARTParis Abu Dhabi
ADACH TDIC
Sylvia Beder Agency
Sylvia Beder AgencyCARAT SEM ADACH PR
ART World
Europe
Asia / US
2 Free Lancers
UAE
GCC / Levant
UAE
GCC / Levant
ART CommunityArabic World
CARAT 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 job operated by ADACH) • Organizing meeting points with the UAE journalists• Assist the PR strategy during the fair
PR Missions
ARTParis Abu Dhabi
ADACH TDIC
Sylvia Beder Agency
Sylvia Beder AgencyCARAT SEMADACH PR
ART World
Europe
Asia / US
2 Free Lancers
UAE
GCC / Levant
UAE
GCC / Levant
ART CommunityArabic World
ADACH 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 – 26th and 28th – 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 are the KPI’s?ARTPARIS ABU DHABI 2008
What Do We Want Communications to Accomplish(Slide 3)
Task
Challenge
Need
To investigate how to propose a concrete comm. solution to leverage ARTParis A.D. brand within local + International
Designing a solution that will fit with the organizers & recruit 12 000 visitors (including art buyers)
Create a comm. platform that will allow ARTParis Abu Dhabi to attract buyers, to educate local population & will benefit to the vision of Abu Dhabi
Evaluations / KPI
BrandARTParis 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 stage
TA
ADACH
Reach 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)
TDIC
Sponsors /Galleries
Long Term = Educate local people and UAE + GCC residents to Modern * 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 31585 DUBAI, United Arab Emirates
Gregory BolleManaging DirectorEmail: [email protected]
Olivier Turkel
Strategic Planning Advisor
Email: [email protected]
CARAT CULTURE FranceAnne Cecile TurnerFrance – Coordinator
Lea Levkovetz
France – Account Director