Artaaj Events

This week our team worked on a product launch of four popular fashion brands from the Central Marketing Group (CMG) of Thailand. The brands being introduced - Puppet (fun wear for children), Casualist (Casual expression for men), Evoluzione (trendy fashion for men and women) and S’Fare (business formals for men). The brands are here in the UAE for the first time courtesy The Al Jazira Group.

We employed an integrated marketing communications approach to launch the four brands.

Our model for the launch kept in mind the contacts we would have to make to reach the target audience and an effective message to create awareness. The target area was Midriff Mall and its backdrop. Contact methods were - Door-drops targeting residential homes in and around the Mirdiff area, Poster at Retail Store - Spinneys at Mirdiff Mall and outside store, Press Execution in 7 days newspaper, Roll-up at escalator leading to the mall. The message * Announced the store launch * Listed the days activities to draw the crowds * Provided a Q&A point with a telephone number.

Launch Day
An interactive fun day for all was created with a series of activities to involve the target audience.

The ribbon cutting ceremony involved top management from Al Jazira group, Central Marketing Group, Thailand and an officer from the D E D.

The highlight of the event was the fashion show that displayed all the latest creations from all four brands.
Six male models, four female models and 7 child models took to the catwalk against a specially designed branded backdrop. The cute way in which children walked the catwalk delighted the audience. Light and sound effects heightened the drama and presented the audience with a visual treat.
A kid’s zone was created to involve the children. Young children were eager to visit the face painter to get pretty designs. The older children were fascinated by the Juggler and his ability to keep six balls in the air! 1000 red and white branded balloons were given away to children attending the event.

A fashion stylist was on hand at the stores to give free fashion tips to all visitors to the stores.

Launch Day Special
On launch day, a special promotion was instated with the first 100 customers who tried on clothes being given free gifts. Cute clocks for Puppet, calendar coffee cups for S’Fare and key chains for Evoluzione and Casualist were given away. This helped the store manager collect data from the visitors.

Media
A designated PR company took care of the media at the event. They invited the media especially fashion related magazines who would fit the profile of the brands. Business magazines were called in as well to interview top management from Al Jazira Group. A gift voucher worth AED200 was given to the media who attended the event.

From yonder Denver, Colorado to here in Dubai, it’s a long way. But the brief did come home in to Artaaj. Artaaj was entrusted with the job of arranging branding, hostesses and activities for the Mining Metals, Oil & Gas Congress, Dubai 2006 by Mine LLC – Meetings International National Resources Enterprise, Denver, Colorado. The conference was from the 30th October to 2nd November 2006, starting from the registration drive to the beautifully dressed hostesses and the photographic coverage in the evening, Artaaj covered the day’s event which culminated in a Gala Dinner at the Madinat Jumeirah with Ms. Madeleine K. Albright, Former U.S. Secretary of State delivering the Keynote Address.

The following two days were reserved for the conference sessions with addresses from A to Y of the mining industry – From AFREN PLC to YAMANA GOLD INC. The 2nd November 2006, the last day of the congress was the Dubai Activities day, which began at 8 am and went on till 10 pm with the continental breakfast and activity check-in. The Activity Desk had been kept open throughout the conference for those who required assistance in planning their activities. The delegates had been given a choice of 8 activities which included adventure and relaxation. Artaaj arranged all the activities and bade goodbye to a happy and satiated congress. Take me home country roads….

Gulfnews Staff Report
Published: 11/09/2006

Abu Dhabi: The Abu Dhabi Awards received an outstanding 50,841 nominations this year, surpassing all expectations.

The annual recognition initiative pioneered by the Government of Abu Dhabi recognises the selfless contributions of individuals. Residents from Abu Dhabi nominated in their thousands at the many booths around the emirate, and through new methods introduced this year. These included roaming nomination stations, the website and fax and a dedicated Abu Dhabi Awards call centre, provided by Etisalat.

The Abu Dhabi Awards represent the commitment of President His Highness Shaikh Khalifa Bin Zayed Al Nahyan to preserve the legacy of the nation's late father Shaikh Zayed.

General Shaikh Mohammad Bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Deputy Sup-reme Commander of the UAE Armed Forces, praised the great response and the broad participation in the second year of the Abu Dhabi Awards.

Shaikh Mohammad said the great response reflected the gratitude that the community of Abu Dhabi had to those people who contributed selflessly to the betterment and development of society. He commented that it indicated the importance of the awards and the appreciation gained by its idea and noble goals.

Shaikh Mohammad added the response reveals the public's awareness of their responsibilities towards supporting government initiatives to develop society.

Shaikh Mohammad filled in a nomination form and placed it one of the nomination boxes, demonstrating the Abu Dhabi government's support of the awards. The winners will be announced at a ceremony at the Emirates Palace in early December.

At the end of October, the Al Sahra Desert Resort previewed shows of Jumana Secert of the Desert and we ran a campaign advertising the shows. Farimah then Razi, our visualizers, worked into the wee hours of the night to meet the publication deadline, putting together the creative in less than a day! The result? A breathtaking advert!

It was quite nice to see some creative see the light of day as most of the visuals created by our studio are conceptual and used to illustrate mood boards and interiors for a particular event. So when we get something published or produced, it really is gratifying. And we don’t normally undertake advertising campaigns as an event management company, so this was really something out of the ordinary. Studio just can’t wait to sink in their teeth into more!

All this month, we’re working with one of UAE’s newspapers, Gulf News, runing an on ground campaign to boost their subscription drive. Fabulous offers are in place, including winning back the entire subscription value in gift vouchers from Jashanmals, a raffle to win an apartment, a leading retailer in the Middle East. We have a team of 16 promoters working all over the Emirates at various retail outlets educating consumers and promoting the offer.

We have a saying here at Artaaj – our success & pleasure is at the pleasure and success of our clients. So, recently, we were very pleased to be sent a letter presented to Al Sahra Desert Resort by the Department of Civil Aviation thanking them for the event and appreciating the event as a great experience! We are proud to be part of it, and look forward to many, many more!

The generosity of the benevolent late Sheikh Zayed manifests itself in many aspects of public life in the emirates. The Abu Dhabi Awards is one such manifestation. During his memorable lifetime, the late Sheikh Zayed believed in the generosity and the kindness of the people of the United Arab Emirates. The affection he bestowed upon his people came from his faith in humanity and the belief that every person has selflessness built within to care for others and the community.
The President His Highness Sheikh Khalifa Bin Zayed Al Nahyan, in his desire to preserve the legacy of our Nation's late father, had the Government of Abu Dhabi felicitate compassionate individuals who have silently volunteered their time to build and support the community of Abu Dhabi. The Abu Dhabi Awards were thus created under the guidance and auspices of His Highness Sheikh Mohammed Bin Zayed Al Nahyan, the Crown Prince of Abu Dhabi.
Everyone in the emirate of Abu Dhabi and Al Lain may nominate individuals who have demonstrated exemplary acts of devotion, compassion and generosity towards their neighbors, community, and the development of the emirate as a whole.
For facilitating the nomination process, more than 1,000 nomination stands were installed at various locations across the emirate, such as shopping malls, ADNOC gas stations, hotels, banks, as well as numerous outlets of Empost, ADWEA and Etisalat, where people could come and nominate a person of choice.
All completed nomination forms were submitted through the post or via the drop-off boxes placed at the designated locations. Nominations were also submitted electronically through the official website at www.abudhabiawards.ae.
Citizens and residents of the Emirate of Abu Dhabi nominated the person of their choice.
Nominations had to detail exactly why the nominee deserved recognition.