Sponsorship / Branded content for State-Diplomacy / CARAT SEM / Gregory Bolle / May 2009

1. CARAT SEM - Transforming Communications
Marketing Report - POST EVENTS FRENCH SEASON 1st
EDITION
June 2009

2. FRENCH SEASON 2009
Few Pictures
of the Event

3. French Season @ Press Conference

4. Opera - Roberto Alagna @ Emirates Palace

5. Opera Classic @ Emirates Palace

6. French Fashion Show @ Emirates Palace

7. Naval Painting Exhibition @ Marina Mall

8. UAE Students & La Sorbonne Abu Dhabi

9. Eurocopter / Hermes @ Emirates Palace

10. Christine Ockrent & France 24

11. Christophe de Margerie @ Emirates Palace

12. Serge Dassault @ Emirates Palace

13. Christine Lagarde @ Emirates Palace

14. President Sarkozy @ Louvre Abu Dhabi

15. President Sarkozy & Friendship

16. President Sarkozy & Friendship

17. FRENCH SEASON 2009
Post Event report of
Marketing actions
Objectives & Results

18. Executive Agenda
I. Advertising plan
1. Direct Marketing campaign: posters display
2. Direct Marketing campaign: invitations cards
3. Radio campaign / UAE
4. Media partnership: Khaleej Times
5. Outdoor campaign: lampposts campaign
6. Outdoor campaign: building banner
7. Outdoor campaign: catamaran
8. On-site activations: roll-ups & backdrop
9. Public Relations / Arabic and English
10. Website activation: www.frenchseason-uae.com
11. Catalogue French Season
12. Catalogue Roberto Alagna’s concert
II. Marketing Campaign Evaluation
1. Monitoring of the French Season Campaign
2. Sponsors Exposure Monitoring
3. THG / CARAT Sponsorship’s commitment
4. What Could We Improve in 2010?
5. S.W.O.T: executive summary (Marketing & Communication
Items)
Gregory Bolle

19. I. Advertising Plan

20. 1.Direct Marketing campaign:
Posters Display

21. Objectives
• Awareness of the French Season in Abu Dhabi
• Exposure in highly frequented places
(French season events site & malls)
• To enlarge to all communities: UAE Nationals &
Expats’ (Westerners, Arabs & Asians)
Results
• 50 posters displayed by Ubi France in
Abu Dhabi malls
• 5 posters displayed in Alliance Francaise &
French Business Council (Dubai based)
•45 posters distributed by the French Business
Group & the French Embassy

22. 2. Direct Marketing campaign:
Invitations Cards

23. Objectives
• Awareness of the French Season in Abu Dhabi
• To reach a specific audience (VIP, VVIP, stakeholders,
partners and sponsors)
• To engage the Target Audience with qualitative
invites
Results
• Etoile Fashion Show: 250 invitations sent
• Marine painters exhibition: 250 invitations sent
• Trees of Eternity exhibition: 250 invitations sent
• Advanced Technology Forum: 500 invitations sent
• Ubi France Arts & Crafts exhibition: 500 invitations
sent
Design of
the invitations cards
Pb : Out of the 3000 produced invitation cards, only 1750 have been sent
Design of
the envelopes
Objectives
Results

24. 3. Radio Campaign:
Arabic & English Versions
Gregory Bolle

25. Objectives
•Have a large media coverage before and during
the event
• Reach the most English (Radio 1 and Dubai Eye)
and Arabic (Emarat FM) radio listeners in the UAE
• Reach business executives based in Dubai with the
Business breakfasts of Dubai
Results
• Gradual repetition of the French Season
main information in Arabic & English
• Main strategic radio chosen (Arabic : Emarat)
(English : Dubai Eye, Radio 1)
• 160 radio spots - first three weeks of May 2009
• Spot duration: 30 seconds
• Diffusion : Sunday to Thursday; during the drive
•time (morning, evening)
• Rendez-vous: Rendez Vous is a topical French
language show hosted by Katrina and Farah.
On Thursday, May 28th
,
the show was fully dedicated to the French Season
Objectives
Results

26. 4. Media partnership:
English Newspaper Khaleej Times
Gregory Bolle

27. Objectives
• Get Free advertising for the French Season
•Awareness of the French Season in Abu Dhabi
(advertising & editorial content)
• Drive people on our website
Results
• Advertising space in print in Khaleej Times main
Section (1 full page, 8 quarter pages)
- Circulation 86 400 -
• Advertising space in print in the daily supplement
City Times
• Online promotional activity www.khaleejtimes.com
• Editorial coverage all along the French Season
Objectives
Results

28. French Season’s investment AED 0
Media partnership estimation cost
AED 150 000
Source Khaleej Times Marketing Department
Details of the media deal:
Gregory Bolle

29. 5. Outdoor campaign:
OOH / Lampposts campaign

30. Objectives
• Awareness of the French Season in Abu Dhabi
• Exposure in highly frequented Abu Dhabi Streets
(Abu Dhabi Corniche & Khaleej Street)
Results
• Size lampposts: 3m x 1 m
•3 circuits (2 on Khaleej Street, one on Corniche)
• 40 faces (x2) on Khaleej Street
• 20 faces on Corniche
• Duration: 2 weeks each (from the 2nd
to the 4th
week of May)
Objectives
Results

31. 6. Outdoor campaign:
The Partnership Building Banner
Gregory Bolle

32. Objectives
• OOH Partnership with Bin Murshed Holding
•Awareness of the French Season in Abu Dhabi
• Exposure in highly frequented street of Abu Dhabi
Results
•Building banner size: 4 m x 17 m
• Location: Airport Road
•Duration: 4 weeks
Objectives
Results

33. French Season’s investment AED 0
Building banner estimation cost
AED 160 000
Source Bin Murshed Holding
Gregory Bolle

34. 7. Outdoor campaign:
The Catamaran Sail
Gregory Bolle

35. Objectives
• Original guerilla campaign
•Awareness of the French Season in Abu Dhabi
• Exposure in all Abu Dhabi bay
Results
• Sail banner size: 4 m x 3 m
• Location: Abu Dhabi Bay
•Duration: 1 week
Objectives
Results

36. French Season’s investment AED 0
Sail branding estimation cost
AED – Image Only
This campaign has not been activated efficiently with ASDAA
We still don’t have the final picture of this campaign.
Gregory Bolle

37. 8. On-site activations:
The Roll-ups & the Backdrop

38. Objectives
• Brand awareness of the French Season for
each event
• Use those marketing tools for the newspaper’s
photographers
• Sponsorship package
Results
•2 roll-ups have been set up on each event-site
• 1 backdrop has been displayed for the launching
Press conference and some prestigious events of
the French Season
• The press has displayed our brand identity
Objectives
Results
Gregory Bolle

39. 9. Public Relations:
Arabic & English Press

40. Objectives
• To get coverage in the main UAE dailies
• To Deliver French Embassy message
• To Cover French Season’s lack of advertising budget
• To Reach a maximum of UAE residents
Results
• Period: April - May 2009
• Number of hits: 55
• Total circulation: 4 813 493
• Total reach: 14 440 479
• 5 press releases distributed
• Without the coverage of the President
Nicolas Sarkozy’s official visit to the UAE
• Excellent total coverage of the French Season in
dailies newspapers and websites from April to May
• Astonishing ROI in PR for the French Season
Objectives
Results

42. French Season’s investment AED 0
Public Relation campaign estimation cost
AED 1 128 850
Source ASDAA
Gregory Bolle

43. 10. On-line Campaign :
www.frenchseason-uae.com

44. Objectives
• Marketing tool to improve the awareness of
the French Season’s event
• A complete on-line portal describing the French
Season in both languages
• Use the website address for all our communication
means & tools (call for Action)
Results
• A bilingual (English & French) website
www.frenchseason-uae.com including 4 dedicated
Sections (about us, events, sponsors & contact us)
• First result on Google when type ‘French Season
UAE
• Relay by all the FBG’s promotional emailing
English version
French version
Objectives
Results

45. www.Frenchischic.com
• Create a platform for the French Embassy to promote the French language
Three languages = English / Arabic / French
> Link with the French Season 2009 website
Objectives

46. Source Tattoo
Geographic location
• Visitors mostly came from the UAE (81 %) and
France (10%)
• Visitors from the UK & the US represent 3 %
• Remaining 6 % : visitors from 37 other countries
(worldwide representation)
• GCC Countries are also represented (8 people
from Bahrain, 6 people from Saudi Arabia , 3
people from Oman & Qatar)
Monitoring of www.FrenchSeason-uae.com

47. 11. Catalogue French Season

48. Objectives
• To give a better exposure to the sponsors (1 page)
• To inform about the events of the French Season
• To showcase the dynamism of the UAE French
community towards the French Delegation
Results
•1000 French Season catalogues
• 65 catalogues for the Official French delegation
• Personally offered to: Christine Lagarde, Serge
Dassault, Guy Mestrallet, French Senator,
the UAE Bank Governor
• Catalogues have been distributed to all the
Premium, Gold, Silver & Official sponsors of the
French Season + guests of the Fashion Show
Objectives
Results

49. 12. Catalogue Roberto Alagna’s Concert

50. Objectives
• Free gift for all the Roberto Alagna’s concert guests
• To link the prestigious event to the French Season
Results
• Visual link (design) between the French Season
Poster and the cover of the Roberto Alagna’s
concert catalogue
• Catalogues of Roberto Alagna’s concert have been
Distributed to all spectators (800 people)
• No advertising page of the French Season
Objectives
Results

51. II. Marketing Campaign Evaluation

52. 1.Monitoring of the
French Season Campaign

53. 25 %
60 %
100 %
70%
0
10
20
30
40
50
90 %
90 %
Brand
60
70
80
90
100
Direct Marketing
ROI
PR
Carat SEM Actions
Awareness
Attendance
Expected Results

54. Brand 90%
The brand identity has been built:
The coming editions to capitalize on a strong brand
equity / Good asset for 2010 edition
Awareness 60%
An efficient communication strategy although
short delays & strict deadlines / Need more budget
to reach more people in Dubai / UAE nationals
Attendance 70%
Very satisfying as regards the French expat’
community
Not satisfying enough as regarding the UAE
Nationals attendance
Must begin the campaign earlier
ROI 100%
Excellent ROI due to an efficient PR strategy
(Dailies, online)
PR Investment 0 €
PR Estimation’s cost AED 1 128 850
Direct Marketing 25%
A better engagement of the TA would imply to
have more SMS & E-mailing campaigns as well as
flyers distribution in strategic locations
More implication of the UAE Communities
PR 90%
Good coverage in Dailies & Online
Have to communicate outside UAE
(France, GCC)

55. 2. Sponsors Exposure Monitoring

56. Premium Sponsors Gold Sponsors Silver Sponsors
Official Sponsors
Evaluation of the French Season sponsorship campaign

57. A wide range of
communication
channels provided
A wide range of
communication
channels provided
Key insights
No coordination with
sponsors’ marketing
departments
No coordination with
sponsors’ marketing
departments
Satisfying but could
have been optimized
through a rational
activation
Satisfying but could
have been optimized
through a rational
activation
Late delivery of
invitations due to a lack
of time / coordination
Late delivery of
invitations due to a lack
of time / coordination
Hospitality
Management
Hospitality
Management
P.R coverage &
co-branding
platforms
P.R coverage &
co-branding
platforms
Final Return on
Investment
Final Return on
Investment
An ‘experiential
marketing’ approach
on-site is missing
An ‘experiential
marketing’ approach
on-site is missing
On-site activationOn-site activation
Premium Sponsors
Fully addressed
infrequently addressed
Carat SEM
requirements
Brand exposureBrand exposure
Gold sponsors Silver/Official sponsors
Evaluation of the French Season sponsorship campaign

58. 3. THG / CARAT Sponsorship’s
commitment

59. Meetings with all French Season
stakeholders + Patricia Kass deal
MARCH APRIL MAY JUNE
Design of the Sponsorship
package + Commercial Meetings
SPONSORSHIP STRATEGY + CLIENT
SERVICING +COMMERCIAL
Commercial Meetings
Full Communication Strategy
Creative Identity
On-line Campaign – French
Season
Follow-up with many French
Season Stakeholders
COMMUNICATION STRATEGY +
IMPLEMENTATION + CLIENT
SERVICING + COMMERCIAL
Follow-up with the sponsors
PR Implementation
Marketing Direct Activation
On-line Campaign –
Frenchischic.com
Catalogues, Brochures and
Posters production
Mass Media Implementation =
Radio + OOH
Follow-up of the French Season
events – full support
PRODUCTION + IMPLEMENTATION
+ PR + CLIENT SERVICING +
SPONSORS MANAGEMENT
2009

60. MARCH APRIL MAY JUNE
SPONSORSHIP STRATEGY +
CLIENT SERVICING +
COMMERCIAL
COMMUNICATION STRATEGY +
IMPLEMENTATION + CLIENT
SERVICING + COMMERCIAL
Design
Online
PR
Product
French Season Logo
French Season Posters + …
French Season Web Design
Radio Copyrighter Arab + Eng
French Season Website ENG
PR Strategy
Press Conference
Roll up + Backdrop
Envelope + Brochure
CD Stickers + CD Cover
Overall
Design Lamppost Corniche R
Design Lamppost Khaleej S
Design Advertising A4 + A5
Design Invitation x 5 items
Catalogue Alagna Ar/ Fr / En
Catalogue Alagna Ar/ Fr / En
PRODUCTION + IMPLEMENTATION +
PR + CLIENT SERVICING + SPONSORS
MANAGEMENT
Catalogue Season English
Frenchischic Website ENG
French Season Website FRA
Invitation + Follow-up
Physical Presence x 8 times
5 press releases
Monitoring
Alagna catalogue
5 different invitations
French season catalogue
1000 French Season posters
Alagna Invitation
Sponsorship Package
Communication Strat.
Rendezvous Radio – 2 hours
Media Partnership – K. Times
2009

61. Ousama Harb
Account Manager
Y&R Abu Dhabi
Client Servicing
Tel: +971 2 621 50 50
Tania Azar
Account Executive,
Y&R Abu Dhabi
Client Servicing
Tel: +971 2 621 50 50
1 Creative Director
2 Creative Team
1 Junior Creative
1 Copyrighter
Wunderman
1 Web-client servicing
1 Web-designer
Georges
Vanderchmitt
President
Paris / Dubai
Strategic Relationship
Tel: +33 (0)1 41 16 67 77
Gregory Bolle
Managing Director,
Dubai
Client Relationship
Tel: +971 435 72 76
Sebastien Sayegh
Account Manager
Dubai
Client Servicing
Tel: +971 435 72 76
THG / CARAT
Core Team
THG / CARAT
Creative Team
THG / CARAT
PR Team
Brian Carvalho
Managing Director
ASDAA Abu Dhabi
Client Relationship
Tel: +971 2 621 50 50
Charbel Tanios
Account Director
ASDAA Abu Dhabi
Client Servicing
Tel: +971 2 621 50 50
Deena Qassem
Account Manager
Abu Dhabi
Client Servicing
Tel: +971 2 621 50 50
THG / CARAT
Media Buying
Production
Ghayas Mawla
Media planner,
Dubai
Client Servicing
Tel: +971 435 72 76
Arif Khan
Group Head-Buying,
Dubai
Client Servicing
Tel: +971 435 72 76
Bagarsh Pramod
Head of Production
Dubai
Client Servicing
Tel: +971 435 72 76

62. THG / CARAT’s Financial Commitment

63. French Season’s investment AED 379 490
Advertising campaign estimation cost
AED 677 490
Source THG / CARAT

64. 4. What Could We Improve in 2010?

65. Objectives
Approach
• To engage more the UAE organizations
• To improve our direct marketing towards nationals
• To rationalize more our marketing approach for each
event of 2010
• To increase your advertising budget
•To increase Direct Marketing towards the UAE Nationals: e-mailing & SMS campaigns
• To increase Direct Marketing within the Malls: flyers & leaflets distribution in malls
• To implement a media partnership strategy far earlier – TV, Print, etc
• To involve the French community in Dubai with their local advertising means
• To activate once more your sponsors (UAE / Regional / French companies)
• To use the magazine of the FBC / FBG to get a better coverage
• To improve the PR strategy in France
• Endorsement of the Season by a member of the Royal family
Objectives
Opportunities
Improve the Advertising Campaign

66. Advertising
• To plan in advance our
communication campaign
• To improve the direct marketing
approach
• To get more means to develop the
communication in Dubai + Northern
Emirates
Events
• To prefer quality rather than
quantity
• To propose events more in link
with the UAE national aspirations
(sport, entertainment, culture,
Falconery,…)
Opportunities
• Extend the French Season in
Dubai + Al Ain
• Create events with French
companies…
• Get a better activation of the
sponsors to improve our reach
Improvements
• Improve the communication with
all the project managers / leaders
• Lease more with the UAE
nationals organisations such as
Abu Dhabi Business Women, etc
• Reach the young generations of
UAE nationals / Charity program
French Season 2010
Top of Mind for 2010 edition

67. 5. S.W.O.T: executive summary

68. STRENGTHS
OPPORTUNITIES
WEAKNESSES
THREATS
 A strong brand identity & visual
 A strong R.O.I regarding the
communication budget
 Prestigious events to leverage
the French Season ‘brand equity’:
Roberto Alagna’s concert, Etoile
Fashion show…
 The French Season has
capitalized on the French
President’s visit
 Short delays for communication
 Global crisis: less sponsorship liquidity
 Too much ‘micro-events’
 Not enough communication towards the
UAE Nationals
Website should have an Arabic version
 To capitalize on the
success of the 1st
Edition
 Higher patronage
 More PR activation
in France
 Efficient
sponsorship activation
 To extend the
French Season events
to all the Emirates
(Dubai, Sharjah…)
 Sponsors liquidity due to the crisis
 The same or less communication
budget for the other editions
 Not enough liquidity/attractiveness to
present prestigious events
The sponsorship activation
can be improved
A better PR coverage
in France / internationally
To extend the French Season events
to all the UAE territory
Sponsors liquidity
The Events prestige
The communication budget
No official diplomatic visit to
leverage the coming editions
Strong brand identity

69. CARAT SEM Middle East
Al Hawaii Tower
Off No. 205, Sheikh Zayed Road
PO Box 31585
DUBAI, United Arab Emirates
Gregory Bolle