Glob Com 2009 Team 06

GlobCom2009

Abu Dhabi

The New Cultural Center

Overview

1 - Agency Presentation - Mission; Vision; Corporate Identity

2 - Executive Summary - The Client; The Project; The Objectives; Proposal

3 - Situational Analysis - Current Panorama; Global SWOT and PEST

4 - Objectives - Conceptual Strategy

5 - Implementation - The Global Strategy

6 - Actions; The Local Strategies Actions; Global Impact on Local

7 - Evaluation - Follow Up Methods ; Evaluation Procedure

8 - Conclusion and Closure

Our Identity

Our corporate identity is based on fundamental values of respect, honesty and responsibility.

Supported by a multicultural network, we devote ourselves to the commitment of creating a

boundless, unified, better world.

We aim to provide our clienetele with a complete social management system. We intend to offer a

modern communication gateway using vanguards approaches and advanced communication

technologies. We provide a a Global PR service based on cross-cultural knowledge, professional

skills awareness of the needs of our

contemporary world.

F i r s t l y w e l i s t e n . . . t h e n

w e s p e a k

Our mission

To be a postmodern reference in the field of international corporate communications and be renowned for our effectiveness,

global conciousness and social responsibility.

Our Vision

H e r e , n o w … a n d a f t e r

Client information

The Abu Dhabi Music & Arts Foundation (ADMAF) is a non-profit organization established to advance classical music, the arts, education, culture, and creativity among the nationals and residents of Abu Dhabi.

The ADMAF program begins in October and continues through to May. It concentrates on campus activities, whereby young national students are best able to participate. ADMAF believes that this direct interaction between nationals and other residents leads to an enhanced joint cultural and educational cooperation.

Client information

ADMAF has been particularly successful in establishing a cultural link among the young National students of the Higher Colleges of Technology (HCT) and Zayed University. The number of ADMAF‟s registered attendees continues to grow to over 3,900 members. ADMAF also hosts events at other venues in Abu Dhabi, including national universities, the National Theatre, and the Cultural Foundation, among others.

Summary of the brief

The main goal of the project is to publicize Abu Dhabi and attract people‟s attention to ADMAF and its activities and thus – to Abu Dhabi.

Objective 1: Use the Festival to promote Abu Dhabi as an upcoming multi-cultural centre around the world.

Objective 2: Encourage development of Abu Dhabi global cultural initiatives through building on high-profile cultural activities. ADMAF future activities.

Objective 3: Communicate Abu Dhabi‟s new direction through a network strategy that can be tailored to each country.

Global mission of Abu Dhabi

Abu Dhabi is a city where culture is alive, is everywhere. In Abu Dhabi a new world culture is being created, the new scientific inventions are given to the humanity.

The centers of these processes are always young universities, where the creative people who want to implement new ideas flock. The best that a wise governor can do is to establish a university. Such universities could be established only by the state, the leadership of which has the financial resources and the desire to make their country one of the new scientific and cultural centers of humanity in the XXI century.

GLOBAL STRATEGY

Concentration of outstanding people in one place to create a new cultural product

Background

The ADMAF and festival have very low recognition both national (mainly within younger audiences) and international.

In present times ADMAF has successfully established protocols with some of the higher education institutes. These should be extended as the future lies in the hands of young talents.

ADMAF lacks a more intensive and extensive promotion of its initiatives and has no virtual active infrastructure. its membership has raised significantly to 3,900 members to date.

There are a few international events that have gained some notoriety and importance assuring the coverage of crucial areas like literature, art, music, archaeology and cinema.

Although they have a good visibility in the area, in terms of international awareness little information is readily accessible. Concentrating these events with the high period of tourist flow is important to increase its awareness as well as constant and effective publicity.

Internally one of the main worries is to keep alive and transmitting the characteristics of Arabic heritage to national younger generations.

Background

Two main courses of actions to take place:1. Introduce new elements to the already existing and most signifying events in order to increase national and international participation and awareness.2. Create new high profile events from the basis, sustaining the traditional heritage and introducing the contemporary and modern art movements and tendencies.

Excluding particular and direct audiences Abu Dhabi is not a recognizable country for the majority of international population. UAE are well known but the immediate association is with Dubai, for its technological infrastructures and tourist attractions. Abu Dhabi can be put on the map through extensive and massive promotion\publicity of its newest and of global interest urban projects the Saadyiat Island and the Masdar City Project alongside with cultural awareness promotion. Little is known about Abu Dhabi art and artists, yet there is enough cultural activity to export and to make it an increasingly important cultural city.

Strategy - Overview

Moving Bedouin

tent in Europe

Permanent

artists

Art and Music

in Abu

Dhabi

Competition/

Workshops

Network

Target:

More artists and

interested

people in AD

blog

Literature

Music

Art

Promote local

in Abu Dhabi

Temporary

arts

Famous plays/

operas on Arabic

media coverage

Global

Strategy

global local

ADMAF/

festival

EducationalConnecting

CHANGE THE WORLD

SocialPioneering

COMMUNICATE

CulturalBrandingCREATE

Communication strategy

Abu Dhabi is positioning itself as the Cultural Hub in the Middle East,

outpassing cities like Cairo, Tel Aviv and Beirut. Particular

importance is given to the link and

simbiosis between the East and West.

Promotion of cultural diversity, tradition, heritage, valor and

hospitality. Promotion of the

Abu Dhabi is the wealthiest emirate and the one of the richest cities in the World. Yet the UAE are founded on the

belief that real wealth is in its people, in particular children

and younger generations.

Promotion of a city with a social and

religious tolerance, liberal and

consistently opening

Abu Dhabi as a city that creates, develops and

supports educational needs for its citizens and

Research and Development

solution for the global community. Promotion of the

value of education and establishment

of wide and international

connections in

Target audience

“Our target audience includes people from different ages and different nationalities, so we want something that appeals to everyone. Music and art lovers, global and local groups, young and old.

We also want more locals to attend the events. We need to attract financial supporters and students as well. This project is basically an awareness campaign to get people to know more about ADMAF and put Abu Dhabi on the world map”.

Abu Dhabi & Emirates

Medias

Interested

people

StudentsOther cultural

organizations

Government

Rich and

famous

people

Musicians

/Artists

Target

groups

International

Medias

Interested

people/

tourists

Students Investors

Specialists

with much

experiences

Rich and

famous

people

Musicians

/Artists

Target

groups

Project Background

Economics• natural resources as a

source of revenue, petroleum and natural gas exports still play an important role in the economy, especially in Abu Dhabi

• per-capita GDP = $68,000 Abu Dhabi among the world’s wealthiest countries or city states

• a positive business climate and volatile prices rapid expansion

Politics

• Diplomatic relations with more than 60 countries, including the U.S., Japan, Russia, the People's Republic of China, and most western European countries

• Rapid modernization and the rapid influx of foreign population have changed the face of society.

Social• Population consists of

22% of nationals and 78% of non-nationals

• Education is free at all levels

• The government invests 33% of the budget in education

• Abu Dhabi is reaching out to partners through the world to help create green

Technical

• Etihad is the fastest growing airline in the world

• Ethihad airline carried in 2006 more than 3 million passengers

• US $ 8,17 billion for develop the airport

• The internet is widely used to facilitate business

Project Background

Strength• an incredible Arabic

heritage• Good and varied

international relations with foreign countries

• International educational development

• Currently hosting a wide number of festivals, fairs and award events

• Potential cultural gateway between orient and occident

Weakness• “Imitation” of western

culture• Characteristically

association as an “only an oil and luxury country

• Immediate association with Dubai

• Heavy contrast between city and landscape, modern and traditional

• Abu Dhabi is just known as richness and global projects

Opportunities• Characteristically cultural

heritage (Bedouins, clan lifestyle)

• financial crisis doesn’t strike Abu Dhabi as much as estimated

• Abu Dhabi is often known for its exceptionally projects in technology

• Direct foreign investment• Relatively unknown native

Threats• Islamic fundamentalism• Safety and security

threats (near dangerous and conflict areas)

• Experts in culture fear commercialization of museums

• Dubai as biggest competitor

• Surrounding cultural capital's (Cairo; Istanbul;

Media & ChannelsClassic Media

Cooperation advertisementAsk local festivals/art scene (classic music) if they distribute flyers or posters on

their event and offer them to do the same in Abu Dhabi

Publications in the “National Geographic” Magazine about Abu Dhabi and surrounding

Informing Universities via mailing lists• Creating a mailing lists with institutions/universities that can participate

on competitions/workshops for art and music, use the language of the target country, invite them to participate on the program, maybe also via telephone and E-mail

Inviting journalists (articles in press and reports on TV)• offer them rooms and a great scenery for making TV-reports, offer them

food and drink, offer them people who can participate on interviews, let them speak with responsible party…

• need: press releases or telephone calls who contact the media• make a list with media that are important (mailing list)

General:• posters which announce the workshops/competitions/ the activities of

ADMAF• flyer (leaflets) same information like a.• press releases which inform local media about what will happening • people who distribute the promotion material, who stay in contact with

media/interests institutions

Media & ChannelsNew Media

Online advertisement• Banner on famous websites (often of local media websites, or on the social

network websites, or on special interest magazines about music and/or art with a website…)

Twitter• Releases of all important dates and actions from ADMAF and the PR-

programs

Myspace• Creating an account, inviting friends, show them the own network for artists

in Abu Dhabi, invite to that network)

Facebook• Same like myspace.com

Youtube• Collecting videos/short films about cultural life in AD, making movies about

the competition or the workshops, show reports that are in TV about ADMAF and other cultural activities in Abu Dhabi and the world (in connection with Abu Dhabi)

Second Life - Abu Dhabi online – creation of virtual Abu Dhabi in the “Second Life” world• To get people know about the sights and the treasures of Abu Dhabi• To awake tourist interest to the city• To make people visit not only the virtual Abu Dhabi, but also the real one• To make money on the selling of property, creating on-line parties, make

local Abu Dhabi businesses known all over the world

CREATE – Cultural

Abu Dhabi International Book Fair 2009\2010\2011

"The Land of gazelles” project• Invitation to writers and poets to create a short story or poem inspired

in Abu Dhabi.

• Artists must be from the 11 global countries (1 per country).

• Invite them for one week before the book-fair

• They are also participants of the book-fair and finish the stay there

• The resulting works will be exclusively on display in the International Book Fair and in the artists country of origin.

• All or most part of the raised funds will be donated every year to a charitable educational cause.

CREATE – Cultural

Also other famous Abu Dhabi writers to exhibit, promotion of the Arabic narrative encyclopedia, promotion of the Abu Dhabi Symbol Book

“Abu Dhabi symbol” project • The competition between the citizens of Abu Dhabi to

create the best image of Qasr Al Hosn Fort – the oldest building in Abu Dhabi as the symbol of culture and heritage

• 3 nominations – photo, picture, painting

• For each nomination – money prize

• Publishing the book about Qasr Al Hosn to promote it in the tour agencies and book fairs

• Exhibitions in the museums around the world.

CREATE - Cultural

Middle East International Film Festival\Emirates Film Competition

An international contest aimed at the 11 GlobCom countries universities that have cinema and film courses.

Present in all categories, the best works will be selected for the MEIFF and included with the award will be a money prize to help students in its future projects.

Promotion of the film in other international film festivals (Berlin,Venice,Cannes).

ADMAF may also sponsor a similar award, but targeting the common citizens.

CREATE - Cultural

International Art and Rarities Fair

• Organize within the fair an annual auction aimed mostly at Arabic art and artists promotion, in partnership with Christies and Sothebys in order to maximize promotion.

• Percentage of funds can go to charitable causes which helps in promoting the client.

CREATE - Cultural

ArtFest Abu Dhabi (Moving Bedouin tent in the world)

1. Promotion of ADMAF Festival

2. A tour festival that will occur in each of the 5 primary target countries (US, UK, France, Italy and Germany).

3. Festival held indoors and outdoors at famous and recognizable venues in each country.

4. A 20 meters height and around 500 m2 area replica of a Bedouin Tent where several events will take place during the festival being connected with the more traditional side of Abu Dhabi: traditional music, workshops for traditional arts and instruments like calligraphy, darbuka, Arabic flute and other instruments, seminars concerning public local and global issues (education, environment, social responsibility).

5. Events can include performing Abu Dhabi stars and stars of each country (IMG) together (for example, music arrangement).

CREATE - Cultural

6. The selling of CDs and DVDs from these performances can be an act

of charity.

7. The very most traditional aspect of Abu Dhabi will be represented inside the tent.

8. ADMAF will be presented inside the tent with a stand and promotional material.

9. A contest to prize public with trips to Abu Dhabi cultural routes.

10. Modern western and Arabic art exhibits will be held through the festival covering areas like film and cinema, theater, photography, painting, sculpture and new digital electronic arts.

11. Artists will range from well known established performers and graduating students or new talents.

12. Estimated 500.000\1.000.000 visitors.

CREATE - Cultural

ADMAF Festival - Promotion of local artists

• Promoting artists that are already in Abu Dhabi and the UAE

• Recommendation in travelers-guides

• Let them give exhibitions in the museums, in old buildings, little shops

• Try to attract others and build up an “art district” where they live with charm of Orient (Workplaces for artists – special block of Art in Abu Dhabi, accommodation in a Saadiyat district (mansards))

• Connection: typical “heritage” art and modern

• Let Arabian musicians play in Abu Dhabi

• Promote Oriental handcraft

• Abu Dhabi artists should make blogs in the Internet to promote their ideas and way of life in Abu Dhabi

CREATE - Cultural

ADMAF Festival - World-famous concerts/plays/operas... In Arabic

• Asking Theaters in the world if they want to play in Abu Dhabi famous performances like “Magic Flute” (Mozart)

• Just one condition: it must be an Arabic adoption

• Target: bring the world culture to Abu Dhabi but with a local reference (Arabic)

• Offer them instead of much money:

• Great reputation and recognition

• Included sightseeing and lodgings

• Much reports in international and local press

• Also “exchange of stages”, UAE performances in other countries and their performances in Abu Dhabi

CREATE - Cultural

Creation of the ADMAF Gallery

• Based on two secondary projects.

• The first is based on the concept of exchange between a student and ADMAF. The student provides a work for ADMAF and the client funds up a cultural weekend fully sponsored by the client. This contest would be held within each cultural venue at Abu Dhabi.

• On the other hand, the concept of an ADMAF gallery can be supported by the anterior action of the creation of a virtual community interacting in the site, given the proper tools (enhanced web and graphic engines) where the artists can display their work for other artist and also a global community.

CREATE - Cultural

Temporary arts

• Problem: in AD are many building sites (unattractive for tourists)

• AD can get help from temporary artists

• Ideas:

• sand sculptures on building ground

• wrap buildings that are old/not finished (like Christo)

• hang up huge pictures/ banners on scaffolding

CREATE - Cultural

Dancing world

• Collaboration with national belly and Oriental dance organizations

• Invitation to hold festivals of dance in Abu Dhabi (Belly Dance World Competition)

• Exchange of teachers

• Inviting experts to national festivals

COMMUNICATE -Social

The day of free museums

• The day is dedicated to the ADMAF festival.

• The access to the museums, galleries is free.

• Near the museums – maps for tourists with major cultural sights and routs

COMMUNICATE -Social

Increase the visibility of ADMAF as the sponsor and entity behind the Festival as an active organization.

• Constant feedback and pitching to specialized media (printed, televised and digital, blogs with search engine optimization) during the festival and after it

• Local banners and stoppers promoting the Festival locally

• Ads in printed and televised media guaranteeing that the ADMAF is well associated with the festivals production and assuring a good visibility for its logo.

• Promote the event in global generic media and specialized international media (cultural magazines, Timeout etc) Brava, Mezzo, ARTE).

• Public contest promoting ADMAF aimed at national level. Prized winners get free access to the show.

• Within the Festival assure visibility of ADMAF with promotional stands, and diverse below the line materials (backgrounders,

COMMUNICATE -Social

• More performances, more exhibits and cultural programs, more variety and making the educational component more extensive and durable increasing the participation of national and local artists, students and young artists. Continue to assure only top class artists and guests to ensure more media coverage.

• IMG artists partnership can provide us with reliable solutions to maintain an excellent line up, but external bookings may be needed to ensure other renowned artists, and include different approaches to music and art. (Post Modern and contemporary composers as Philip Glass, Yann Tiersen , Mike Oldfield, Steve Reich and Terry Riley in music.

• Young British Artists exhibit within the festival would create great impact, and also the presentation of works of influential contemporary artists by creating partnerships with galleries like Tate Modern (UK) and Soho Gallery (AUST).

COMMUNICATE -Social

• Create a contest aimed at students in higher education from music, visual and plastic arts in which the top 3\5 per category winners will play and display their work.

• Announcements in universities all over the world

• Artists from IMG should visit the universities and help to select the talented students (music, sculpture, arts)

• Invite the best students to Abu Dhabi

• Give them advices and hits for their music (famous artists (IMG) lead the workshop and help with their experiences)

• The selected works will be on display and musicians performances at the Festival and the winners group presence sponsored by ADMAF.

• Create more expositions and educational programs for locals and children.

• Increase the participation of local and national artists.

COMMUNICATE -Social

• Have the Festival recorded and transmitted live and sold as CD\DVD.

• In partnership with a production companies and TV stations have the main events transmitted live and recorded for sale in CD an DVD format in UAE and all around the world.

COMMUNICATE -Social

• Establish partnerships with travel promoters to ensure tourist cultural programs that can be marketed with increased advantages, like the free access to the Festival.

• Establish contacts and sponsorships with travel agencies to promote the commercialization of Abu Dhabi‟s cultural tourist packages during the Festival.

• At a discount price, including free passages to the festivals events, and visiting the top archaeological and cultural places. It can be free museums entrance in one of the day of the Festival

COMMUNICATE -Social

• Guarantee an extensive and intensive global promotion and media coverage for the Festival and ADMAF.

• Sponsored reporters and journalists to attend the festival in order to assure its coverage.

• Intensive Press Releasing about artists and the festival.

COMMUNICATE -Social

Network• Creating a network between artists (of all genres) and

ADMAF and other cultural institutions in AD

• Use the website for presenting the artists workshops and the sculptor competition, the book “land of gazelles”, the temporary art

• Create new website: for example www.artists-abudhabi.com

• Announce every new action on the page (and maybe on www.visitabudhabi.ae)

• appointments of moving Bedouin-tent

• start of competition/workshops

• deadlines for participants

COMMUNICATE -Social

• Sum up all cultural activities in one: network with registration for interested artists

• Idea: starting with the IMG artists who already have been to AD (maybe they can attract others)

• Possible corporation with www.artsabudhabi.com or www.abudhabiclassics.com

• Creating a network between artists (of all genres) and ADMAF and other cultural institutions in AD

• Sum up all cultural activities in one: network with registration for interested artists

• Invite students and colleges for music and arts, famous artists (IMG)

• Use a connection to “Myspace” and “Facebook” and “Twitter” and “Youtube”

CHANGE THE WORLD Educational

Establish a network of connections and events through the academic and artistic world that enables the flowing of ideas and cultures, guarantying the development of a new multicultural insight, assuring its positioning as the Middle East Cultural Capital

• ADMAF can position itself in the academic world as a supporter of artistic development. This continuous interaction is accomplished with the several international contests promoted by ADMAF. ADMAF can benefit from partnerships with the New York University and Paris-Sorbonne campuses taking advantage of its world prestige to attract more attention.

• The events proposed in the projects implementation and the future production of other top events in partnership with prestigious institutions and artists will enhance Abu Dhabi visibility as a cultural centre. Also the partnerships created with travel agencies to promote cultural routes in Abu Dhabi are part of this network.


Art Paris - Abu Dhabi

• In addition to this contemporary and modern art a contest aimed at national and international finalist students from the 11 countries.

• Selected works will be on display at the event in its different categories.

• Arrange for the participation of eminent local and global contemporary artists, globally recognizable and preeminent (Marina Abramovic, Jeff Koons, Sigmar Polke, Nathaniel Stern).

• Participation of the project in national art displays.


Abu Dhabi GSAC (Global Students Artistic Convention)

• Annual 3 day convention aimed at students from around the world, graduating in artistically courses like literature, visual and plastic arts, film and multimedia production.

• The event will be sponsored by ADMAF in partnership with the New York and Paris-Sorbonne campuses in Abu Dhabi.

• Each university can participate with up to 10 students in the different courses making total attendance 110.

• ADMAF will help funding the trips in exchange for a work of art from each student. All the works will later be on display during the convention and musical students will hold performances.

• The works will be a part of ADMAF‟s espolium assuring its exhibition in several venues.

• The convention will also benefit from the presence of international top artists and authorities performing and participating in workshops and seminars.


Abu Dhabi OWS (One World Summit)

• One week summit concerning global issues and the actual state of world causes like Education, Environment, Resource Management ,Culture and Heritage, Human Rights Development, Social Responsibility, Future Technology and other global matters.

• Sponsored by ADMAF in partnership with organizations like UNESCO, World Wildlife Fund, World Health Organization and the Earth System Governance Project.3. During the summit top world experts will debate and discuss leading world issues and generate an important event for global media to cover.


• With the involvement of high personalities of Abu Dhabi and UAE the local coverage will also increase.

• Countries at a global level will be invited to participate with direct invitations being made to specialists and organizations involved in the matters.

• This event is a particular moment where projects like Maasdar can be addressed taking by example the theme of the first OWS - Global Warming.


Educational cooperation• Participation in the world‟s known educational exhibitions and

symposiums (MSCHE 2009 Annual Conference Philadelphia (December 9-11))

• Cooperation of INSEAD with MBA, Executive schools all over the world (exchange programs, qualification programs)

• MBA offices in Abu Dhabi to exchange students

Star education• Invitation of the Hollywood VIPs to study in Zayed University (for

example, Natalie Portman and Harvard)

• They promote not only the education, Zayed University, but also Abu Dhabi Cinema School

Timeline Global

Event/Timing

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Media coverage

Network

ADMAF FestivalInternational

Book Fair

Land of GazellesAbu Dhabi

symbol

MEIFF

International Art

and Rarities Fair

ArtFest Abu

Dhabi

Local artists,

temporary arts

Art Paris

Abu Dhabi

GSAC

Abu Dhabi OWS

Educational

cooperation

Star education

2010 2011 2012

LOCAL STRATEGIES

Project Background

Economic• Recession

• Less expenditure throughout the UK.

• Holidays are bottom of agenda.

• Employment levels down.

Political• Unknown Culture

• Recent bad Press

• Tax on flights

Social• Carbon Emissions

• Attitudes toward Arabic nations

• Culture clash

• Typically UK want beach holidays

• Language Barrier

Technological• Flight availability

• Flight Cost

Project Background

Weaknesses• Expensive flights:

People may choose an equally as luxurious destination because the flights are cheaper.

• Some UK citizens may not understand Abu Dhabi’s culture.

Strengths• Offers a lot of sunshine,

in comparison to the UK.

• Affluent population: people will spend more money on luxury holidays.

Threats• War: scares or

threatens visitors

• Economy: The Recession

• Racism

Opportunities• Taxes

• Culture, Art & Music

• Landmarks:

Abu Dhabi: Emirates Palace, Al Maqtaa fort, EmiratesHeritage Village, Qasr Al Hosn.

UK: The London Eye, Big Ben, London Bridge, Angel of the north, Canary Wharf, HOP.

CREATE. COMMUNICATE.

CHANGE THE WORLD• Street Festival: This would be situated next to the London Eye. The

event will consist of Arabian themed dancing and music, as well as focusing on the art that Abu Dhabi has to offer. The members of public who get involved or are merely passersby, will receive tourism brochures and posters on Abu Dhabi promoting it as a popular holiday destination.

• Primary School Culture week: During primary schools culture week, which focuses on educating children of the cultures of different nations, we would attempt to make Abu Dhabi the main focus. For primary schools that cannot be met with we would aim to send them information informing them of all the cultural aspects that Abu Dhabi has to offer, assuming that in turn they would bring this awareness through to their parents and older siblings. The event will entail a spokesperson who is from Abu Dhabi that has experienced the culture. Through pictures, Arabic artifacts and music, we hope to encourage excitement and enthusiasm within the pupils.


CHANGE THE WORLD• UK artists promoting Abu Dhabi: Through media coverage in

selected publications to generate articles and features involving British artists talking about art in overseas countries with focus on Abu Dhabi. To do this we would send some artists to Abu Dhabi to experience the culture first hand in return we would ask for them to spread the word of mouth and talk to journalists about their experience.

• Bedouin Tent: possible station is London covered by extensive media presence

• Magazines: Juxtapoz Art and Culture, Arts and Culture, Cabinet, and National geographic, Nylon, Art Rocker, Dazed and Confused and Vice.National Newspapers: The Observer, The Daily Mail, The independent, The TimesLondon newspapers: The London Lite, The London Metro, The London Paper

Timeline

Event/Timing j f m a m j j a s o n d j f m a m j j a s o n d j f m a m j j a s o n dMini London

Festival+Bedouin

TentArtists and authors

in Abu Dhabi

Culture Week

2010 2011 2012

Project Background

Political• Lack of understanding of

Federation government• Iraq War (UAE is ally of

United States)• Middle East association of

“terrorist stereotype”• Lack of trust (since 9/11)• Safety (presence of

American embassy)• Dress Code

Economic• Recession

• Some airfare (international) is very expensive

• A mindset of choosing closer/less expensive travel to local island or state like Florida versus Abu Dhabi

Social• American outlook of

Middle East• Opinion of Americans

(United States superpower)

• Difference in major religion and culture

• Lack of interest in specific music genre of concert

• Lack of understanding of Arabic language

Technological• United States is

technologically advanced and modern, which may conflict with Abu Dhabi’s still “developing” stage

• Transportation• Cell phone usage, etc.

(and international expenses)

Project Background

Strength• Investment Opportunities • Exotic Tourist Destination• Attractions • Variety of experiences for

different interests• Oil and pearl industry

Modern • Very low crime• An international airport

Weaknesses• Association with war

countries• Lack of understanding of the

government (Americans seem to stick to traveling to democracies)

• Lack of understanding their culture

• Unknown, not many people have heard of Abu Dhabi

• Young country • Lots of construction sitesOpportunities

• Popular place in the future

• Discovering a new culture

• Reshape the image Americans have of that area (a place in the middle east that is safe and nice to get away to)

Threats• Near war countries• Cost of going somewhere

exotic • Dislike of Americans• Availability of diverse

activities but lack of accessibility

• Safety and security flying (hijacking), kidnapping

• Lack of interest to learn other cultures


CHANGE THE WORLD• Media: Twitter, evening media television coverage ads, Papers like

NY Times, Advertise at wine shops, art galleries, Business/travel/art associated magazines and organization newsletters

• Brochures in museums, art galleries, hotels, travel agencies, schools

• Articles in the newspapers

• Press Releases

• Appeal to teachers and students, museum goers

• Their enlightening experience in Abu Dhabi could potentially influence a change in mindset of areas within the Middle East

• School aged students learning about other countries

• Interest younger, school aged children, High school students, college students


CHANGE THE WORLD• Abu Dhabi meets USA

• Theme weeks in San Francisco, New York, Philadelphia, Florida (City University of New York, Central State University)

• Abu Dhabi and the culture and education presented in USA: focus on relations and projects with US cities

• Give courses in San Francisco and New York and organize discussions and symposium with professors from Abu Dhabi

• Invite the foreign ministers from USA and UAE

• Involve media and students while that week

• Moving Bedouin tent in USA

• Possible stations for the tent in USA: New York, San Francisco


CHANGE THE WORLD• Music & Art

• Invite students and artists to workshops and competitions in the fields of music and art

• announcements in universities in San Francisco, New York, Philadelphia, Florida

• Necessary: press releases, contact partner for universities

• Music: artists from IMG should visit the universities and help to select the talented students

• Art:

• Select talented artists from USA for temporary art project

• Involve Guggenheim and other museums in the exchange of museums


CHANGE THE WORLD• Authors

• invite some international known authors from USA

• Involve them in the book fair

• Let them write a story for the “Land of gazelles”

• World-famous concerts/plays/operas.. In Arabic

• Asking Theaters/Operas in USA if they want to play in Abu Dhabi

• Famous musicals (also can be Arabic interpretation) in Broadway like “Phantom of the Opera”, “Chicago”, “Mamma Mia”

• Also musicals can be brought in Abu Dhabi

• Possible cooperation with:

• music colleges in USA (Berklee College of Music, Belmont University School of Music, School of the Visual Arts, Otis College of Art and Design, The School of the Art Institute of Chicago, University of Michigan school of music)

Timeline

Event/Timing j f m a m j j a s o n d j f m a m j j a s o n d j f m a m j j a s o n d

Travel & Leisure

National Geographic

Bedouin Tent

2010 2011 2012

Project Background


source of revenue, petroleum and natural gas exports still play an important role in the economy



Politics






• Abu Dhabi is reaching out to partners through the world to help create green jobs, protecting the environment and promoting and






Project Background

Strength• The main cultural centre of

France, the capital of France, all cultural events can be promoted there and then spread all over the country

• good touristic infrastructure• multi-cultural• co-programs with UAE

already exist: Paris Sorbonne University, Art Paris Abu Dhabi, Louvre Abu Dhabi – Jean Nouvel

Weaknesses• although Paris is still

remaining the cradle of modern culture, nowadays it is surviving

• new tourist routs -more exotic – for example – Asia

• people explore new cultures – not old European

Opportunities• exhibition exchanges• invitation of famous French

people in art• use of the case of Paris as a

cultural centre in XX century to promote Abu Dhabi (the same techniques)

• inviting creative young people who are grown up in the city of art

• use of Louvre as the second Paris – the new culture to the new city

Threats• Louvre – some think that

French culture tries to expand Arab culture –coping with this myth

• Paris is already the competitor of Abu Dhabi –the growing cultural heritage

• French people are very proud of their language, maybe they wont accept English (promotion maybe must be in French)

CREATION. COMMUNICATION.

CHANGEMENT• “Sorbonne goes east”

• Theme week in Paris (Sorbonne university)

• Topic: “Sorbonne goes east” Abu Dhabi and the culture and education presented in Paris: focus on relations and projects with Paris/France

• Give courses in Paris and organize discussions and symposium with professors from Abu Dhabi

• Also make a fashion show with in that week with topic “oriental meets modern”

• Invite the foreign ministers form France and UAE

• Involve medias and students while that week

• Opening the week in the Louvre with discussions about cultural developments in Abu Dhabi


CHANGEMENT• Moving Bedouin tent in France

• Possible stations for the tent in France: Paris, Marseille, Lyon, Lille, Toulouse, Nice, and Nantes

• Music & Art


• announcements in universities in Paris, Lyon and Marseille


• artists from IMG should visit the universities and help to select the talented students

• Select talented artists from France for temporary art project


CHANGEMENT• Authors

• invite some international known authors from France



• World-famous concerts/plays/operas.. In Arabic

• Asking Theaters/Operas in France if they want to play in Abu Dhabi famous performances like „Art“ by Yasmina Reza (theatre), Berlioz “L‟Enfance du Christ” (oratorio), “Carmen” by Georges Bizet (opera)



• music colleges in France

• Opera National (Paris), Théâtre du Capitole (Toulouse), Opera de Lyon


CHANGEMENT• Network

Invite students and colleges for music and arts, famous French artists

• Use a connection to “Myspace” and “facebook” inviting French via that platforms to own network

• Promote the network together with competitions (use same press releases and posters…)

• Media presence of all actions

• Press releases from Abu Dhabi (ADMAF) about new projects

• Try to get attention in opinion leading medias for artists (music and art)

• Informing French media (TF1, France 2, ARTE…= TV; Le Monde, Le Figaro, Le Parisienne …= press)

• and news agency (AFP)

• Sending informative material to universities in France about competitions

Timeline


Media

Bedouin tent

Tourism

Book fairs

Exhibitions

Education

2010 2011 2012

Project Background

Political• Germany has maintained

diplomatic relations with UAE since 1972

• April 2004 : strategic partnership was agreed as well as maintaining extensive trade relations

• high-ranking visits between both countries are an expression of this close collaboration

Economic• UAE is Germany's

leading economic partner in the Arab world

• AD and UAE have shareholdings of automobile industries from Germany: Mercedes + Daimler

• Want to help the automobile manufacture OPEL (Germany), who has no money to stay alive

Social• Educational relations

between Germany and Abu Dhabi (Goethe Institute and TU Munich)

• German President awarded the Cross of the Order of Merit to Mrs. Hoda Al Khamis-Kanoo

• German theatre works in Abu Dhabi and presented “Peter and the wolf” on Arabic

• 39 German exhibitors at Abu

Technological• Germany = leading role as

important UAE partner in the area of renewable energies

• German enterprise “Siemens” works together with AD - for desalination of sweater and power stations

• Masdar-City: German producer= solar technique

• Masdar-City: Working together with TU Berlin (university)

Project Background

Strength• Attractiveness of a foreign

culture (exotic) • AD known for it's futuristic

projects• Partnerships with German

universities already exists (in field of technology)

• Great bilateral relations between Abu Dhabi and Germany already exists

• Good reputation of Abu Dhabi high recognition

Weaknesses• Just known for its luxury

goods, weird projects and oil

• Restrict Islamic culture (concerning art, women's rights and censoring of the Internet e. g. flickr.com)

• European culture presented in museums > better and cheaper available in Europe

• Culture seems stilted/artificial (no or little connection to the past of the region)

Opportunities• Exciting experiment of a new

culture > curiousity• Goethe Institute is resident

in Abu Dhabi (German culture in context of foreign country)

• In the economic and technological sector = some great relationships between Germany and Abu Dhabi

• Germans love sport: will take note of Formula 1 in Abu Dhabi

Threats• Only about 10% of the

Germans travel beyond Europe

• Only about 6% of the Germans spend their holidays seeking cultural attractions

• Europe = cultural rich (Paris, St. Petersburg, Berlin…)

• criticism of the divided society in UAE Immigrants work for low money very hard, while rich get richer (germannewspaper)

ERSCHAFFEN. KOMMUNIZIEREN. DIE WELT VERÄNDERN.

• Music:

• workshop: announcement in universities in Germany (Munich, Weimar, Berlin, Dresden, Rostock, Stuttgart, Freiburg, Cologne)


• Possible German artists/ instrumentalists (from):

• the Munich chamber orchestra or the Staatskapelle Dresden

• Konstantin Wolff (bass-bariton) or Angelika Kirschlager (mezzo-soprano) or Ann-Sophie Mutter (violine)

• Artists:

• make an announcement in Germany (for sculptors and artists)

• artist have to make an application and present some of their projects

• Make a press release for German universities and ateliers in Germany (using flyer and posters in the German art scene)

• Possible German art colleges: Alfter Hfk, Braunschweig HBK, Munich, Berlin

• Offer them great reputation


• Let them develop ideas for:

• sand sculptures on building ground

• wrap buildings that are old/not finished (like Christo)

• hang up huge pictures/ banners on scaffolding

• Authors:

• target: creating a book about legends of AD/UAE

• invite some international known authors from Germany

• cooperation with Frankfurter Buchmesse

• Possible authors

• Cornelia Funke, Uwe Tellkamp

• Markus Heitz, Bernhard Schlink, Moritz Rinke

• World-famous concerts/plays/operas… In Arabic

• Asking Theaters/Operas in Germany if they want to play in Abu Dhabi famous performances like “Magic Flute” (Mozart), “Tristan and Islode” (Wagner), “Iphigenia in Tauris” (Goethe), “William Tell” (Schiller)




• music colleges in Germany

• Opera Frankfurt (Main), other Operas and theaters in germany

• Gewandhaus orchestra Leipzig, Berlinerphilharmonic orchestra, Boy„s choir Dresden (Kreuzchor), Philharmonic choir Berlin, Dresdener chamber choir

• Network

• Creating a network between artists (of all genres) and ADMAF and other cultural institutions of Abu Dhabi in the internet

• Invite students and colleges for music and arts, famous German artists (IMG, “deutsche Grammophon”…)

• Use a connection to “Myspace” and “Facebook” inviting Germans via that platforms to own network

• Promote the network together with competitions (use same press releases and posters…)

• Moving Bedouin tent in Germany

• Possible stations for tent in Germany: Berlin, Hamburg, Munich, Frankfurt (Main), Stuttgart, Cologne, Dresden, Leipzig


• Media presence of all actions


• Offer journalist (radio, TV, press) to make a report about Abu Dhabi‟s activities in Germany


• Ensure the attendance of journalists (short press conference and appealing pictures)

• Informing German media (ARD, ZDF, RTL, VOX= TV; Zeit, FAZ, SZ, Spiegel, Focus= press)

• and news agencies (DDP, DPA)

• Special interst media (art & culture) = Art-Das Kunstmagazin, Kunstzeitung, Concerto …

• Sending informative material to universities in Germany about competitions

• Making online advertisements for new network and projects in Abu Dhabi

• Spiegel-online.de, zeit.de, kunst-und-kultur.de …

• Informing about new stuff via “twitter”

• Present new actors/ workshop participants on youtube

Timeline


Media

Bedouin tent

Authors

Music workshop

Art competition

German music

2010 2011 2012

Project Background

Economics• was ranked as the seventh-

largest economy in the world

in 2006

• country's most famous

exports are in the fields of

fashion, food industry, luxury

vehicles and motoryachts

• Tourism is very important to

the Italian economy

Politics• It has the world's

eighth-largest defense

budget and shares

NATO's nuclear

weapons.

• On 1 January 2007,

Italy began a two-year

term as a non-

permanent member of

the United Nations

Security Council.

Social • Italian population:

surpassed 60 million (2008)

= the fourth-largest

population in the European

Union

• destination for immigrants

from all over the world

(foreigners = 5,8%)

• Traditionally a country of

Technology • Low research and

development is below

Europe average

• A Fund for Competitiveness

and Development was

created support industrial

innovation projects (energy

efficiency,,new technologies

for cultural heritage)

Project Background

Strength• Great universities in

Italy• World famous classical

artists come from Italy• Italy is the home of

world famous operas

Weaknesses• Controlled media (Berlusconi

TV and papers) maybe hard for AD to get attention of Italian medias

• Ignorance about the location of Abu Dhabi (not recognized as one of the Emirates)

• Lack of knowledge about Islamic culture and its traditions

• problems of bureaucracy and suspicion in Italy

Opportunities• Many famous

operas/classical festivals are located in Italy

• Much tourism in Italy promotion can reach tourists

• Luxury exports of fashion, food industry, luxury vehicles and motoryachts

• Promote an unknown image of Abu Dhabi focused on culture

Threats• Low income of Italian

people UAE = reputation being expensive

• Popular culture in Italy is very famous (in TV are more entertaining shows and so on, not much cultural stuff, also high influence of pop music, modern art…)

• Nepotism (reaching goals only with “connections”)

CREARE. COMUNICARE. CAMBIARE IL

MONDO• Theme weeks in Rome and other cities (University of Bologna)

• Topic: “Bologna goes East” Abu Dhabi and the culture and education presented in Italy: focus on relations and projects with Rome/Italy

• Give courses in Rome and organize discussions and symposium with professors from Abu Dhabi

• Also make a fashion show with in that week with topic “Oriental meets modern” (in Milano)

• Invite the foreign ministers from Italy and UAE

• Involve media and students while that week

• Moving Bedouin tent in Italy

• Possible stations for the tent in Italy: Rome, Milano, Bologna, Napoli, Florence, Venice


MONDO• Music & Art - Competition


• announcements in universities in Rome, Milano, Bologna



• Select talented artists from Italy for temporary art project

• Authors - Competition

• invite some international known authors from Italy




MONDO• World-famous concerts/plays/operas.. In Arabic

• Asking Theaters/Operas in Italy if they want to play in Abu Dhabi famous performances like:

• La Traviata, Aida (Giuseppe Verdi )

• Don Giovanni Tenorio ossia il dissoluto (Carlo Goldoni)



• music colleges in Italy

• Scuola grande dei Carmini, Scuola grande dei Carmini, Scuola Grande di San Teodoro,

• Opera House, Arena di Verona, Teatro Alla Scala, Teatro La Fenice, Teatro Comunale di Bologna

• Network

• Invite students and colleges for music and arts, famous Italian artists

• Use a connection to “Myspace” and “Facebook” inviting Italian via that platforms to own network

• Promote the network together with competitions (use same press releases and posters)


MONDO• Media presence of all actions



• Informing Italian media

• Athena, Italian Radio, Rai, Mediaset =TV

• Panorama, L„espresso, Libero, Il Manifesto, La Repubblica = press

• Handbook, Arch'it, Art and Job, Artwww, Caffè Europa, Cinematografo, Della Moda, Ske-net = special interest magazines (culture & art)

• and news agency (ANSA Press Agency Website/News Portal)

• Sending informative material to universities in Italy about competitions

Timeline


Media

Bedouin tent

Tourism

Book fairs

Symposiums

Education

2010 2011 2012

Project Background

Political• Organised national

political parties have dominated Australia's political environment and parliament since federation.

Economic• Australia has

experienced 17 consecutive years of economic growth

• Australia ranks first in the Asia-Pacific region for labour, agricultural and industrial productivity per person employed,

• Economic stimulus package will be released in 2009

Social• Diverse culture • Liberal democratic

traditions and values, geographic closeness to the Asian pacific region.

• The unemployment rate is relatively low

• Religion: predominantly Christian country, with around 64 per cent of all Australians identifying as Christians

Technological• Information and

communications technology (ICT) is a key driver of economic growth

• Australia’s ICT market is worth an estimated $89 billion with 25 000 companies employing 236 000 IT specialists

Project BackgroundStrength

• Can promote Abu Dhabi to Australians in Business and tourism.

• Can easily promote the Art festival to the Australians due to a lot of art galleries

• It would be a winter getaway for Australians

• Australians is multinational > good to go to AD to learn more about other culture.

Weaknesses• Hard for Australians to

adapt to their environment or learn about their culture in a form of attire.

• AD have a close culture. Hence, it would be hard for the Australians to adapt.

• AD is quite a remote place and Australians have limited knowledge about their culture. Opportunities

• ADMAF’s internship can reach out to Australians.

• Can sell the idea of visiting AD on airline magazine

• Innovation in Arts and architecture designs of buildings.

• Middle East Culture still remains a mystery to many countries (positive connotation)

Threats• Financial Crisis:

recession time, people would not travel a lot as economy is bad


CHANGE THE WORLD.• Websites launched immediately; TV ads prior to feature stories;

newspapers upon launch of TV ads.

• Launch internet site for Abu Dhabi shopping or links from designer label‟s sites.Article on shopping in Abu Dhabi in travel sections of papers

• Reach travellers through airline sites; advertising & special world round trip tours including Article on Abu Dhabi.Book specifically for UAE; feature cities, accommodation, sites, food etc

• Tourism advertisement campaign (i.e. Australia now has “walkabout”)


CHANGE THE WORLD.• Exchange of students studying music and arts.

• “Preview” of the festival, performed in major cities around Perth, an event of arts from Abu Dhabi and a volunteer performer/spokesperson from Abu Dhabi.

• Coverage of the above in the media via media releases.

• Sponsorship from United Arab Emirates and Qantas to display the festival and promote Abu Dhabi both in advertisements on TV and in the paper, and on their flights.

Timeline


Newspaper adsAirline magazines

ads

University Ads &

colleges for

exchange

Tourism Ad

campaign

musical concerts &

media conference

2010 2011 2012

Project Background

Political• Unstable government

(no clear majority)

• Corruption at every level

Economic• Recession: just as in

other countries recession has hit even India

• People have started spending lesser on holidays. Even domestic tourism has been hit

• Employment levels down.

Social• Attitude toward Arabic

nations: not very positive• Culture clash• Hindu Muslim Communal

difference (India being predominantly Hindu): the religion based tension in the country is very high. This may pose as a threat while introducing ADMAF

Technological• Lots of obsolete

machinery and equipment dumped by foreign entrants

• Very few alternative sources of energy in cities

Project Background

Strength• Cultural heritage; lots of

people who are interested in diverse cultural events

• Highly influential media; largely unregulated

• Thriving music industry with large media presence

• Large number of nationals working in the Middle East

• Large awareness about the Middle East, specially Dubai

Weaknesses• Economic recession• Lack of Indian artistes at

ADMAF• Youngsters’ interests

swaying away from classical music; more interest in rock, hip hop etc.

• Middle East as a holiday destination is in competition with South East Asia

• much awareness about ADMAF

Opportunities• Existing awareness about

the region• Middle East, specially

Dubai already has a large number of Indians who are working there

• People attracted by the modern way of life in the region

• Indian film music is popular worldwide, recent success of A R Rahmanat the Oscars inspirational

Threats• Cash crunch; people

more careful about spending money

• Cultural music has a selective audience

• Existing awareness about the Middle East

• Tourism may overshadow music festival

• Lack of Indian presence at the festival by way of artistes


CHANGE THE WORLD.• Promoting Abu Dhabi as a potential holiday destination

• Advertisements on Travel Shows on Television -- NDTV Good times, Discovery, Travel & Living, and other main channels

• Major events in Abu Dhabi – Abu Dhabi Grand Prix, upcoming international cricket series between Pakistan and Australia, food festivals, shopping festivals, etc

• Through newspapers like – Times of India

• Print media: magazines like India Outlook, India Today, Outlook Traveler

• Contributory articles about Abu Dhabi as a new travel hot spot.

• Promotional programs on Radio Mirchi - the prime radio channel in India.

• Internet: 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.


CHANGE THE WORLD.• Promoting ADMAF through cultural events

• Similar media will be used for promotion of Abu Dhabi as a cultural Hub

• Focus on cultural events – Musical Shows, Shows on Abu Dhabi‟s heritage, shows on Arab culture, theatrical shows on the history of Abu Dhabi in particular, Middle East in general

• Special Shows on the Guests highlighting their music.

• Background Information on them

• The top mainline newspapers carrying articles about them profiling shows where they have preformed in the past.

• Shows on major music channels showcasing their music and life.

• Popularization of ADMAF in all the major musical academies in India, placing ads in Music Stores across the country (CDs n DVDs ) and also Music Stores which sell instruments, Music Communities in Orkut, Facebook, MySpace – put up information about ADMAF.


CHANGE THE WORLD.• Smaller Cultural Event: It sets the tone for the final event of

ADMAF 2010 in Abu Dhabi

• Over 18 months in 6 different cities in India- Mumbai, Delhi, Calcutta, Bangalore, Hyderabad and Chennai.

• Media Partners will be DNA.

• The various musical talents in India would be encouraged not only from urban areas, but also rural areas.

• Contests and competitions: The winner goes ADMAF 2010.

• Sponsors in regards to Airlines – Kingfisher, Jet Airways, Travel Agencies – Yatra.com, Spot bookings, coupons advertised in all the mediums of Media.

Timeline

Event/Timing j f m a m j j a s o n d j f m a m j j a s o n d j f m a m j j a s o n dPromotion Through Media:

TelevisionPromotion Through Media:

PrintPromotion Through Media:

Internet and Radio

Smaller Cultural Events

2010 2011 2012

Project Background

Economical

• Is based on services and industry such as software and automotive.

• lowest per capita GDP in Western Europe and is among the less wealthy in the European Union.

• Tourism is playing an increasingly important role in Portugal's economy

Political• A member state of the

United Nations since 1955, Portugal is also a founding member of NATO (1949),and EFTA, Economic Community

• Co-founded the Community of Portuguese Language Countries (CPLP), which seeks to foster closer economic and cultural ties between the world's Lusophone nations.

Social• The country with the 19th-best

quality of life in the world. • Portuguese people-related

communities can be found in the most diverse regions of the world beyond their native Portugal, from North and South America to Africa and Asia

• More recently, a great number of Slavs, especially Ukrainians, are also migrating to Portugal. There is also a

Technological• Incredible development of the

high-tech sector. • In 2006 the world's largest

solar power plant• Scientific and technological

research activities in Portugal are mainly conducted within a network of R&D units

• The funding of this research system is mainly conducted under the authority of the Ministry of Science, Technology and Higher

Project Background

Strength• Existence of a historical

background and a significant Arabic legacy in the country’s language and architecture and throughout the Peninsula Iberica.

• Portugal is a strong investerin the tourism area, both intern and externally.

• Good cultural infrastructure(large number of museums, cultural organizations, art on display, cultural events and programmes the entire year.)

Weaknesses• Most people do not

recognize Abu Dhabi as an Emirate

• Immediate association with Dubai

• Stereotypes relating the Arabic world with conflict and fundamentalism.

• Associated with luxury and thus, inaccessible for the standard citizen

• Few well known and renowned artists and performers.Opportunities

• Shared interest in the renewable energy field.

• Existence of few but active Islamic communities, mosques and associations.

• Portugal has one of the highest number of students participating in international scholarship programmes.

• Natural openness to new

Threats• Low purchase power

associated with the current recession creates a significant problem.

• Availability of cheaper cultural, touristic cities.

• Opposite life standards. Portugal has much of its urban culture influenced by the Western civilizations.

CRIAR. COMUNICAR.

MUDAR O MUNDO.Festival Promotion – Expresso, cultural supplement “ Actual”,

Magazine Artes, Águas Furtadas, artistic higher education institutes publications.

Organization of the Event “1001 Nights” –Casino do Estorilfor one night only. One night portraying Arabic themes, making ADMAF a title sponsor. Arabic references will be present in every detail since decoration to food menu (Arabic cuisine), musical groups from AD if possible being the main attraction a belly dance performance. Including a list of VIP Guests, the event will have special media coverage and ADMAF representation and presence will be assured by below the line promotion material. Objective is to assure a mediatic coverage of the event and target upper class audiences, including opinion leaders (musical guests, cultural associations high staff and governmental representatives).

CRIAR. COMUNICAR.

MUDAR O MUNDO.Arabia Musicalia –3 days of musical performances and art exhibits in a

symbiosis between and cultural exchange between Arabic (especially fromAbu Dhabi) and Portuguese artists like Maria João Pires (piano), Maestro António Vitorino de Almeida and Maria João and Mário Laginha (World Music) to cite a few examples. The art Exhibits will feature AD visual and plastic arts talents and preeminent Portuguese artists. Student field trips will be organized to attend the exhibits and the artists will be available for informal conversations with the students. Musicians will participate in nocturnal outdoor workshops of Arabic instruments (darbuka, Arabic flute, etc). The same event will take place in two venues: the CCB in Lisbon and Casa da Música in Porto, being present in the two major cities of the country, reaching audiences ranging from higher education students to upper class targets.

CRIAR. COMUNICAR.

MUDAR O MUNDO.Falconry and equestrian Exhibition – In association with APCLA (Luso-Arabic Purebreed Horse Portuguese Association) a 2 day event will be held in Santarém, a renowned city for its equestrian relevance. The event will count with the presence of Falconry Experts from Abu Dhabi performing a series of demonstrations of this important UAE art. The Luso-Arabic Horse is the most renowned purebred horse in the world, advantage of this fact will be taken by producing also a series of demonstrations of the Breed‟s unique characteristics. The objective is to tighten and reinforce the relationships between the two countries and opening a gateway for future collaborations in this specific targeted field.

Scholarship exchange and international contest participation - As confirmed in the global strategy Portugal will be one of the countries participating in the international academic contests sponsored by ADMAF and in the establishment of student exchange programs and scholarships. The higher education institutes targeted in these initiative are renowned institutions in the artistic field: Lisbon Faculty of Plastic and Visual Arts; Music Superior School; National Conservatory Musical School; Cinema Superior School and the Superior School for Arts and Design. Targeting the future artistic generation is the main objective, taking advantage of the national students contribution.

Timeline

Event/Timing J

a

F

e

M

ar

A

pr

M

a

J

u

J

ul

A

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S

e

O

ct

N

o

D

e

J

a

F

e

M

ar

A

pr

M

a

J

u

J

ul

A

u

S

e

O

ct

N

o

D

e

J

a

F

e

M

ar

A

pr

M

a

J

u

J

ul

A

u

S

e

O

ct

N

o

D

eFestival Promotion

Event "1001 Nights"

Arabia Musicalia

Falconny and

Equestrian

exhibition

Scholarship

exchange and

internacional

contest

participation

2010 2011 2012

Project BackgroundPolitical

• a new trial of M. Khodorkovsky (ex-leader of the oil company “UKOS”) -the continuity of power in the relationship with big business (pressure)

• Replacement of the governors is probably a change in the 2-3 echelons of power

• «United Russia» - out of the regions, the ruling party is losing its power

• Increasing activity of the opposition

Economic• Developing economic crisis • The budget deficit in 2009

could reach 8% of GDP • Stabilization of the crisis in

the industry • Reduction of the major

indicators of external trade • Deterioration in the

mortgage market • Russia's budget revenues

will drop by 42%

Social• Increasing number of

unemployed • Intensification of

extremist groups in the Caucasus, social tension

• Reduction in the intensity of tourism

• Top managers go abroad to wait for the end of the crisis (for ex. Goa)

• Religion: a secular

Technological• Airline: Air routes

stretch from the Atlantic to the Pacific Ocean and cover biggest cities in the world

• Internet: the part of WWW – Runet. 2,844 million hosts, 46 million users (growth 33%)

Project Background

Strength• absolutely new angle of

view about the culture

• Russians are interested in other cultures

• Exotic lovers

Weaknesses• Low knowledge about

Abu Dhabi’s opportunities

• Low knowledge about cultural heritage

• Known as a luxury destinationOpportunities

• New scene for both Russian Arts and Abu Dhabi Arts

• Working together with the Russian legends of the world scene

Threats• Xenophobia

• financial crisis – people do not think about culture

• tourism low

Создавай. Удивляй. Меняй мир

• Promotion of the Abu Dhabi cultural symbol – Qasr Al Hosn – in tour stands in travel agencies with brochures telling about this building (see Abu Dhabi symbol competition)

• Participation in the Moscow International Book Fair (presentation of the Arabic narrative encyclopedia, book about Qasr Al Hosn, famous Arab literature, exhibition in an Oriental style; 2-7 September)

• Invitation of famous Russian writers to participate in the “Land of Gazelles” project (competition firstly in Russia)


• Russian weeks in Abu Dhabi (singers, ballets (Eifman, Mariinsky theatre, Ilse Liepa), theatres (MDT). And, in addition, Abu Dhabi weeks in Russia (mostly Saint-Petersburg); Exchange program with Mariinskiy theatre, Russian Museum, Hermitage, BCH Oktyabrskiy – Promotion of the ADMAF events

• Collaboration with Russian Dance Organization (for promoting Belly Dance and Arab culture, invitation to participate in ADMAF Festival, the World Belly Dance Competition in Abu Dhabi)

• Exchange programs with Russian Universities and Institutes in the field of Art, Cinema, Sculpture, IT – invitation to study in UAE colleges and Universities (through education exhibitions (International “Education Abroad”), travel agencies (Sindbad, ISIC)

• Business exchange programs with Higher Economic School (Faculty of Management, St. Petersburg State University)


Media coverage

• Classic media:

• Print: “Around the world” journal, series of publications in “National Geographic” (not only Russian version, but the global campaign), GEO, TourBusiness, GeoTraveller, Time Out, Metro, RBC Daily, Russian Newsweek,

• Broadcasting: Information agencies - “ITAR-TASS, RBC, RIA-Novosti, Rosbalt, Interfax, IMA-Press, lenta.ru, Regnum, PRIME-TASS

• Russian Media in UAE: Russian Emirates, Business Emirates, Keys of the East

• New media:

• Internet: creation of the Russian site about Abu Dhabi (abudhabi-uae.ru), creating a group about the Festival in “Vkontakte.tu”, “Odnoklassniki.ru”, “RuSpace.ru, banners on the famous travel agencies sites (neva-travel.ru, natalie-tours.ru), famous travelling sites (votpusk.ru)

Timeline


Media

Tourism

Book fairs

Dancing

Education

2010 2011 2012

Project Background

Economic• Chemical industry leading in

the world• Still regarded as a

developing country• Upcoming and growing

middle class (“black diamonds”), interested in fancy lifestyle and culture

• Still high unemployment• Interest rates fluctuate due

to high inflation rates

Political• Democracy since 1994

(after Apartheid), but people still tend to vote after culture & color rather than regarding content

• ANC party 2/3 majority (difficult history regarding bribes and rapes)

• Leader has a bad image in the world

• International relations are highly developed

Social• Racism seems to be present

until today. At least people with the same ethnical background stick together, e.g. Black tribes, buuren, English...

• Another problem is high crime rates, due to large spreads between rich and poor countries

• Different religions, 11 official languages, several cultural groups, “Rainbow Nation” -> hard to target all of them

• Business city (Jo’berg) and fancy lifestyle with big gay

Technological• Only 4,6mn use landline• But 42,3mn are using

mobile phones (!) – fast growing industry

• Internet: only 1,3mn hosts, while 5,1mn people use internet, primary in developed cities, areas and business

• No governmental restrictions on media “freedom of speech”

Project Background

Strength• South Africa has good physical

infrastructure, with good roads, ports and airports.

• The financial service sector of South-Africa is a sound regulatory and legal framework.

• A member of the General Agreement on Tariffs and Trade, World Trade Organization, Southern African Development Community, EU Free Trade Organization and Motor Industry Development Program.

• South Africa has a low tax rates and reasonable regulation system

Weaknesses• Has a relative high price

for labor. • Unstable currency.• There is a lack of

government expertise and experience in governing and international relations, trade negotiations in particular, ethnic divisions.

Opportunities• Favorable business

environment compared to other Africa countries and middle income countries around the world.

• The FIFA world Cup holds opportunities to attract more tourist and investors in South Africa.

• The NEPAD strategic framework to develop an integrated social-economic development framework for Africa.

Threats• Labor regulations are

more rigid in South Africa than other middle income countries, this discourage hiring new workers and slow employment growth.

• Direct losses of organisations to crime and cost of security are high in South Africa.


CHANGE THE WORLD.• Wine festivals in South Africa with Arabian theme in the western

cape like Cape Town, Stellenbosch, Franschhoek and Paarl.

• Topic: introducing the Arabian culture presented on the wine festivals what a tracks a lot of people who could be interested in the ADMAF.

• Bedouin diner with belly dancing, Hannah tattoos, classical music from Abu Dhabi and traditional art.

• Invite important ministers, spoke persons, artists and musicians from South Africa and Abu Dhabi (UAE).

• Involve the universities and students of South Africa and UAE.

• Offer artists and musicians the opportunity to attend competitions and workshops in the field of art and music.

• Announcements can be done in the bigger galleries, festivals and through department of Art and Culture SA.

• Necessary: press releases in art magazines and newspapers in South Africa.


CHANGE THE WORLD.• Art:

• Art is different for people, some people like modern other classical art. In South Africa there are different art festival (Aardklop Art festival, Arts Alive) who promote the work of national and international artist. But there are also enough galleries and even a city, Clarens, who is totally in the spirit of arts. Through working with the department of Art and Culture in South Africa (Pretoria) the ADMAF can attract famous national artist of South-Africa, by offering them to show there work on the ADMAF.

• By retaining bigger gallery holders to Abu Dhabi, artists showing their work on the ADMAF can get in contact with distributors for their art. And for the gallery holders it is interesting to discover new talent abroad.


CHANGE THE WORLD.• Music:

• Africa, as well as South Africa, is know for its music. One of the most know choirs is the “Soweto gospel choir”, who are know around the world. To promote Abu Dhabi with South Africans there can be a promotion to create a Arabian Night combined with African Nights where famous musicians and (gospel) choir are invited. To attract different African artist and who then can learn and get to know Arabian artists. By making use of the Yas Island in Abu Dhabi to support the event, where enough other attraction are provided to tourist.

• Also to promote ADMAF there can be a competition on the bigger radio stations in South Africa, to promote the festival as well Abu Dhabi as a touristic attraction. There can be use of Classic FM 102.7 (Jo‟burg) and Fine Music Radio 101.3 FM (Cape Town).

• In the western cape of South Africa that will attract people who will like classical music. The Cape Town Jazz Festival, with national as well international artists. The Franschhoek Classical Music Festival. By promoting ADMAF there and support the festival with local artist of the UAE, people will be attracted.

• Select talented musicians through the conservatorium in the different cities, to find talent.

• Authors

• Invite famous South African writers to visit Abu Dhabi and write a short story of the „land of the gazelles‟, where they can win a book price.

• Involve bigger newspapers to select „unknown‟ writers to win a trip to Abu Dhabi.


CHANGE THE WORLD.• Universities

• The bigger universities in South Africa are the Stellenbosch University, University of Pretoria, Nelson Mandela Metropolitan University, University of South Africa (UNISA) and University of Cape Town. It is interesting to create some projects between them and the Abu Dhabi and Paris-Sorbonne University. This will create more awareness within the target group and students are innovative so will create more opportunities for the Emirates.

• The universities could set up a summer school for students who want to study abroad for a relative short time, like 4 to 6 week in Abu Dhabi. The topics could range from marketing/finances to history or arts et cetera.

• Create a course that is available in Abu Dhabi as well in South Africa, and create international teams that will work together online to find solution to different cases.

• World famous Soweto gospel choir, performing on the ADMAF. Ask them if they can create a song for the festival and Abu Dhabi.


CHANGE THE WORLD.• Network

• Invite students and artist for the music and arts.

• Use “Facebook” and “Myspace” to promote the festival with the target group, throw online social networks especially created for ADMAF.

• Promote the network through the media.

• Get the bigger TV channel like E-TV involved to attract artists. With a program about the developments of ADMAF.

• Send press releases to the bigger news agencies like SAPA, IPS and APA.

• Work together with the universities to inform the students about progresses and opportunities in Abu Dhabi.

• Create a online site in South-Africa about ADMAF, a facebook site and inform the bigger travel agencies.

Timeline


Ad in art magazine

Wine festivals

Writers competition

Bedouin dinner

Press releases

University ads &

exchange programme

Radio station

competition

2010 2011 2012

Promotion on Art

festivals and galleries

Project BackgroundEconomics

• was ranked as the seventh-largest economy in the world in 2006

• Italy's major exports are motor vehicles, chemicals, petrochemicals, electricity, home appliances, aerospace and defense tech, and firearms

• Tourism is very important to the Italian economy: fifth major tourist destination in the world

Politics

• It has the world's eighth-largest defense budget and shares NATO's nuclear weapons.

• On 1 January 2007, Italy began a two-year term as a non-permanent member of the United Nations Security Council.

Social • Italian population:

surpassed 60 million (2008) = the fourth-largest population in the European Union

• destination for immigrants from all over the world (foreigners = 5,8%)

• Traditionally a country of emigrants

Technology• Low research and

development is below Europe average

• A Fund for Competitiveness and Development was created support industrial innovation projects (energy efficiency,,newtechnologies for cultural heritage)

Project Background

Strength• Attractiveness of a foreign

culture (exotic)• Unique city: perfect

combination of modernity and tradition

• Open minded city • Variety of landscapes:

desert, beaches, islands • Huge variety of cultural

options (museums, mosques)

• Safe city

Weaknesses• Ignorance about the

location of Abu Dhabi• Lack of knowledge about

Islamic culture and its traditions

• Just known for its luxury goods and oil

• Wrong perception about safety and terrorism in Abu Dhabi

• The role of women in Islamic societies

• Expensive trip (ticket flight) Opportunities• Promote an unknown image

of Abu Dhabi focused on culture (Being known as the capital of culture in Middle East)

• Exchange works of art from Bilbao’s Guggenheim to Abu Dhabi’s Guggenheim

• Break up the topic that Islamic culture is against the development of a modern society (old fashioned)

• Masdar project will help to position Abu Dhabi as a

Threats• Too many similarities with

its first competitor Dubai: we don’t want Dubai’s image (luxury and oil resources)

• Islamic culture seen as strict and closed culture (prejudices)

• Geographical situation: lack of

• Near war countries - safe city, but seen as dangerous or conflictive zone.

CREAR. ASOMBAR. CAMBIAR EL

MUNDO.• Abu Dhabi’s Bus tour (Tourists, students, media, opinion

leaders, politicians, Abu Dhabi’s representatives, cultural institutions, ADMAF)

• A bus that will travel all around it with stops in the most important and populated cities

• The objective is to promote Abu Dhabi through the activities done in each city

• Every stop is going to last a week

• In every city there are going to be some activities planned for the participant, that will take place in some of the most famous sites in the city.

• Press conference the first day the bus arrives at the city, with the representation of the City Council, of Abu Dhabi and of one of the opinion leaders that are going to participate in the intercultural dialogue (the most important activity).


MUNDO.• Fusion Music Contest (Students, musicians, ADMAF, media,

Universities)

• A new type of music that mixes sounds, it‟s a style of music that combines two or more genres. In Spain is having great success, mixing folkloric music as Flamenco with electronic sounds. It would be interesting to see the same mixture with the Arabian music.

• The winner would receive a scholarship to study in Abu Dhabi and a free trip to go to Abu Dhabi and visit ADMAF‟s festival.

• Use “Facebook” and “Myspace” as platforms to get to know the initiative, the musicians and the plays proposed. Those two platforms will be useful for the voting system of the contest, because the users will be the jury of the contest.


MUNDO.• Exchange Programs (Universities and schools, politicians, media,

cultural institutions)

• Promote exchange programs between Abu Dhabi‟s universities and institutes and Spanish ones. University students would experience Abu Dhabi‟s lifestyle, it would become a student‟s destination.

• Institutional events or agreements between governments, universities and cultural institutions could be covered by media (newspapers).

• School tour (Schools, students, media, politicians)

• Representative members from Abu Dhabi working on the promotion of Masdar, they will visit schools explaining the project. It‟s like an action to promote Abu Dhabi‟s social corporate responsibility. Promote the image of a modern city that is concerned about the environment.

• Agreement to produce a short TV report to register the tour and be shown as an awareness and training program around schools

Timeline


Abu Dhabi Bus Tour

Fusion Music Contest

Exchange Programs

School Tour

2010 2011 2012


source of revenue, petroleum and natural gas exports still play an important role in the economy, especially in Abu Dhabi



Politics






• The government invests 33% of the budget in education

• Abu Dhabi is reaching out to partners through the world to help create green

Technical

• Etihad is the fastest growing airline in the world

• Ethihad airline carried in 2006 more than 3 million passengers

• US $ 8,17 billion for develop the airport

• The internet is widely used to facilitate business

.

Strength• an incredible Arabic

heritage• Good and varied

international relations with foreign countries

• International educational development

• Currently hosting a wide number of festivals, fairs and award events

• Potential cultural gateway between orient and occident

Weakness• “Imitation” of western

culture• Characteristically

association as an “only an oil and luxury country

• Immidiate assosiation with Dubai

• Heavy contrast between city and landscape, modern and traditional

• Abu Dhabi is just known as richness and global projects

Opportunities• Characteristically cultural

heritage (Bedouins, clan lifestyle)

• financial crisis doesn’t strike Abu Dhabi as much as estimated

• Abu Dhabi is often known for its exceptionally projects in technology

• Direct foreign investment• Relatively unknown native






.

.

• Local people • target: showing people local stuff example handcrafts

• Promoting AD culture by showing people :• old weddings stuff

• Purebred Arabian hospitality

• Sat folk

• Different types of foods and beverages.

• Social• Booths for different countries for them to talk about their

culture and their music and compare it with AD.

• Teaching classes that can be held in the cultural foundation to teach music.

• Local Photographers can show their talent and work.

• Contests• Local contest for the best movie that shows UAEs culture

.

• National young talent competition as for the music side.

• Area show for local small businesses

• Education• Conference in Zayed University to talk about universities

that have scholarships. The conference or festival is for both girls and parents so we can tell parents more about studying overseas in universities that agreed to get students from universities in AD.

• Major institutions Scientific and Applied.

• Show the variety of Majors and Specialization course in the local universities

• Conference in Zayed University to talk about universities that have scholarships. The conference or festival is for both girls and parents so we can tell parents more about studying overseas in universities that agreed to get students from universities in AD.

• Major institutions Scientific and Applied.

• Show the variety of Majors and Specialization course in the local universities

.

• ADMAF & festival • Promotional stands of ADMAF within the Festival (assure

visibility of ADMAF) (materials: backgrounders, promotions, workshops discounts, invitations to the network)

• ADMAF festival: Transmitted live and recorded for sale in CD an DVD format

• Sponsored reporters and journalists to attend the festival in order to assure its coverage Intensive press releasing about artists

• Offer the ADMAF festival visitors free access to the museums, galleries Near the museums – maps for tourists with major cultural sights and routs to cultural highlights in Abu DhabiIMG artists partnership can provide us excellent line up but external bookings may be needed to ensure other renowned artists

• Ensure different approaches to music and art

• Post Modern and contemporary composers as Philip Glass, Yann Tiersen , Mike Oldfield, Steve Reich and Terry Riley (music)

.

• Tour

Do a tour in the 7 Emirates to promote ADMAF and AD brand

The tour consist of:

• tents

• Bedouin life like music, food, handcrafts, etc

• selling the “five senses box”

• animals

• presenting AD culture and life.

• presenting ADMAF

• presenting AD brand

• presenting local identity.

.

Media coverage new media

Online advertisement

Banner on famous websites (often of local media websites, or on the social network websites, or on special interest magazines about music and/or art with a website…)

Second Life

• Create a own virtual promotion for Abu Dhabi and the ADMAF

Twitter

• Releases of all important dates and actions from ADMAF and the PR-programs

Myspace

• Creating an account, inviting friends, show them the own network for artists in Abu Dhabi, invite to that network…)

Facebook

• Same like myspace.com

Youtube

• Collecting videos/short films about cultural life in AD, making movies about the competition or the workshops, show reports that are in TV about ADMAF and other cultural activities in Abu Dhabi and the world (in connection with Abu Dhabi)

Timeline

Event/Timing j f m a

5

m 6j 7j 8a 9s 1o

11

n

12

d j f m a m j j a s o n d j f m a m j j a s o n d

Media

educationMusic

workshop

Art

competition

Booths

2010 2011 2012

Evaluation

Evaluation – measure the success of PR

• Our evaluation will ensure the effectiveness of the PR strategy

• Costs:

- Media clippings/ content analysis for two years: 14.000 $

- Survey: about 20.000 $

- Evaluation of sale figures, number of visitors… 1500 $

Evaluation

Possible methods:

• measure number of message repetitions in target media over agreed period of time (media clippings/ content analyses)

• Number of appeared media professionals (festival, Bedouin tent …)

• Number of guests/ visitors attending to:

- festival, museum, fairs, competitions, promotion events…

• Observe the number of artists, that come to Abu Dhabi

• Measure the number of tourists in Abu Dhabi (e.g. hotel utilization, number of flights)

Evaluation

• Measure the success of the network:

- measure number of hits to the page and the source of those hits

- monitoring the Website traffic

- check the number of network members

• Sale figures will show acceptance of the book “land of gazelles” and the ADMAF CD‟s/DVD‟s

• Look at income of auction in Abu Dhabi

• Measure the reputation of Abu Dhabi in the field of culture with an opinion survey in the target groups (artists, journalists, students)

Estimated Budget

hedging against fluctuations in exchange rates

- AED/USD, AED/EUR

USD/RUB 32,5500

USD/EUR 1,3635

USD/£ 0.661769572

USD/AED 3.67309458

USD/INR 49.4388688

USD/AUD 1.30838676

USD/ZAR 8.41701247

Estimated Budget

what amount (USD) year

webpage redesign &

relaunch 25.000 2010

agency costs

personell* 300.000 2010, 2011, 2012

material (7% of

personell costs) 21.000 2010, 2011, 2012

∑ 346.000

*= 10 employees, 6 weeks p.a., 50 hours a

week, 100 USD gros salary

Estimated Budget

activity amount (USD) year

Australia Newspaper ads 7.400

2010, 2011,

2012

Airline

magazines ads 3.900

2010, 2011,

2012

University Ads &

colleges for

exchange 1.900

2010, 2011,

2012

Tourism Ad

campaign 30.800

2010, 2011,

2012

musical

concerts &

media

conference 60.000

2010, 2011,

2012

∑ 104.000

2010, 2011,

2012

Germany competition

music 13.400

artist 7.400

Estimated Budget

India

Artist: Amaan &

Ayan Ali

Bangash 10.000

Advertising

(Radio, Print,

Television) 20.000

Flight tickets to

Abu Dhabi

(Journalists,

students and

representatives) 20.000

Catering 8.000

Security/Volunte

ers 2.000

Organisation/

lighting/decorati

on 20.000

Hotel

accommodation

Estimated Budget

Portugal

Festival

Promotion 15.000

Organization of

the Event “1001

Nights” 15.000

Arabia

Musicalia 35.000

Falconry and

equestrian

Exhibition 10.000

Scholarship

exchange and

international

contest

participation 7.500

∑ 82.500

Russia Media coverage 36.667

2010, 2011,

2012

Tourism 2010, 2011,

Estimated Budget

South Africa

Ad in arts

magazine (4

times a year,

inside front

cover,

artsouthafrica.c

om) 9.176

2010, 2011,

2012

Wine Festivals 8.700

2010, 2011,

2012

Bedouin Dinner 6.000

University Ads

& colleges for

exchange 3.000

Promotion on

Art Festivals &

Galleries 5.400

Writers

Competition in

AD 12.000

Estimated Budget

Spain

Abu Dhabi bus

tour 50.000

Fusion Musical

Contest 9.000

Exchange

Programs 4.000

School Tour 28.000

∑ 91.000

UAE Local people

ADMAF Festival

Promotion (local

part)

Education

7 Emirates trip

∑ 54.500

Estimated Budget

UK

Mini London

festival+Bedoui

n Tent 30.000

Culture Week 1.357

Artists and

authors in Abu

Dhabi 26.370

∑ 57.727

USA

Travel &

Leisure 15.000

National

Geographic 30.000

Bedouin Tent 38.500

∑ 83.500

∑ 897.462

Estimated Budget -Global

what amount (USD) year what

International

Publicity 68.175

2010, 2011,

2012

International

Publicity

Live

Transmissions

and CD\DVD

production and

distributions 66.667

2010, 2011,

2012

Live

Transmissions

and CD\DVD

production and

distributions

Costs with

winner group

allocation

(sponsorship

inc) 6.818

2010, 2011,

2012

Costs with

winner group

allocation

(sponsorship

inc)

Investment in

the partnership

project 20.000

2010, 2011,

2012

Investment in

the partnership

project

Expenses with

reporters

allocation 9.000

2010, 2011,

2012

Expenses with

reporters

allocation


Global

Costs 367.874

Local

Costs 897.462

+

Administra

tion Costs 346.000

+ costs

for

hedging

+

unknown

cost

reserve

(5% of

overall

costs) 62.173

∑ 1.673.509


as costs in 2011 due to the Bedouin tent activity in the USA, UK,

Italy, France and Germany

exceed the budget, we a) invest the money saved in 2010 (+/-

1.500.000 - 1.450.000 = 50.000) and

b) apply for a loan, that will be repayed in 2012 with the money

saved (+/- 1.500.000 - 1.424.000 = 76.000)

a) 50.000 * 1,045 (conservative T-Bill

interest rate p.a.) = 52.250

b) + loan

70.000

= 122.250 (covers overspendings in 2011

of aproximately 115.000 easily)

replayment of loan in 2011 incl. Interest

payments for one year:

70.000 * 1,07 = 74.900 (will be covered by ~ 76.000

savings from budget in 2012)


what/where amount When (year)

ADACH - support all actions 50000

2010, 2011,

2012

ADTA Abu Dhabi Tourism Authority -

sponsoring Bedouin tent tour and bus tour in

Spain 180000 2011

Ministry of foreign affairs - meeting of foreign

ministers & publicity 20000 2011

Ministry of Culture, Youth & Community

development - partner of new events (global

strategy) 70000

2010, 2011,

2012

Abu Dhabi Education Council - Abu Dhabi

weeks in universities (local France and Italy) 40000 2011

Ethiad Airlines - sponsoring the lodging for

competition winner/ authors… 15000

2010, 2011,

2012

http://www.twofour54.com - sponsoring

promotion in the UAE (personell cost) or the

network care

2010, 2011,

2012

Sales: Books (7.000 x 14$) 98000 after 2011

Sales: CDs and DVDs (8.000 x 12$) 96000 after 2011

Conclusion

This presentation aims show a way of positioning Abu Dhabi as a cultural centre in the middle of the world.

The way we chose is to emphasize Abu Dhabis own culture, to spread it into the world and to develop it by supporting young talents, building up new cultural events and exchange cultural ideas with the help of students

exchange programs.

Glob Com 2009 Team 06

Business

residents of abu dhabi

global strategy

abu dhabis new direction

cultural foundation

global conciousness

cultural link

new world culture

admaf future activities