CARAT SEM - Transforming CommunicationsMarketing Report - POST EVENTS FRENCH SEASON 1st EDITIONJune 2009

FRENCH SEASON 2009

Few Picturesof the Event

French Season @ Press Conference

Opera - Roberto Alagna @ Emirates Palace

Opera Classic @ Emirates Palace

French Fashion Show @ Emirates Palace

Naval Painting Exhibition @ Marina Mall

UAE Students & La Sorbonne Abu Dhabi

Eurocopter / Hermes @ Emirates Palace

Christine Ockrent & France 24

Christophe de Margerie @ Emirates Palace

Serge Dassault @ Emirates Palace

Christine Lagarde @ Emirates Palace

President Sarkozy @ Louvre Abu Dhabi

President Sarkozy & Friendship

President Sarkozy & Friendship

FRENCH SEASON 2009

Post Event report of Marketing actions

Objectives & Results

Executive Agenda

I. Advertising plan

1. Direct Marketing campaign: posters display2. Direct Marketing campaign: invitations cards3. Radio campaign / UAE4. Media partnership: Khaleej Times5. Outdoor campaign: lampposts campaign6. Outdoor campaign: building banner7. Outdoor campaign: catamaran8. On-site activations: roll-ups & backdrop9. Public Relations / Arabic and English10. Website activation: www.frenchseason-uae.com11. 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 commitment4. What Could We Improve in 2010? 5. S.W.O.T: executive summary (Marketing & Communication

Items)

Gregory Bolle

I. Advertising Plan

1.Direct Marketing campaign:Posters Display

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

2. Direct Marketing campaign: Invitations Cards

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 ofthe invitations cards

Pb : Out of the 3000 produced invitation cards, only 1750 have been sent

Design ofthe envelopes

Objectives

Results

3. Radio Campaign:Arabic & English Versions

Gregory Bolle

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 theBusiness 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

4. Media partnership:English Newspaper Khaleej Times

Gregory Bolle

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

French Season’s investment AED 0

Media partnership estimation cost

AED 150 000 Source Khaleej Times Marketing DepartmentDetails of the media deal:

Gregory Bolle

5. Outdoor campaign: OOH / Lampposts campaign

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

6. Outdoor campaign: The Partnership Building Banner

Gregory Bolle

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

French Season’s investment AED 0

Building banner estimation cost

AED 160 000

Source Bin Murshed Holding

Gregory Bolle

7. Outdoor campaign:The Catamaran Sail

Gregory Bolle

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

French Season’s investment AED 0

Sail branding estimation cost

AED – Image Only

This campaign has not been activated efficiently with ASDAAWe still don’t have the final picture of this campaign.

Gregory Bolle

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

Objectives

• Brand awareness of the French Season foreach 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

9. Public Relations:Arabic & English Press

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

French Season’s investment AED 0

Public Relation campaign estimation cost

AED 1 128 850

Source ASDAA

Gregory Bolle

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

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

www.Frenchischic.com

• Create a platform for the French Embassy to promote the French languageThree languages = English / Arabic / French > Link with the French Season 2009 website

Objectives

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

11. Catalogue French Season

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 Frenchcommunity 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

12. Catalogue Roberto Alagna’s Concert

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 beenDistributed to all spectators (800 people) • No advertising page of the French Season

Objectives

Results

II. Marketing Campaign Evaluation

1.Monitoring of the French Season Campaign

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

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’ communityNot satisfying enough as regarding the UAE Nationals attendanceMust 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 locationsMore implication of the UAE Communities

PR 90%Good coverage in Dailies & OnlineHave to communicate outside UAE (France, GCC)

2. Sponsors Exposure Monitoring

Premium Sponsors Gold Sponsors Silver Sponsors

Official Sponsors

Evaluation of the French Season sponsorship campaign

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 missingOn-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

3. THG / CARAT Sponsorship’s commitment

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

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

Ousama HarbAccount ManagerY&R Abu Dhabi

Client Servicing Tel: +971 2 621 50 50

Tania AzarAccount Executive, Y&R Abu Dhabi

Client Servicing Tel: +971 2 621 50 50

1 Creative Director2 Creative Team1 Junior Creative1 CopyrighterWunderman1 Web-client servicing 1 Web-designer

Georges VanderchmittPresidentParis / Dubai

Strategic Relationship Tel: +33 (0)1 41 16 67 77

Gregory BolleManaging Director, Dubai

Client Relationship Tel: +971 435 72 76

Sebastien SayeghAccount ManagerDubai

Client Servicing

Tel: +971 435 72 76

THG / CARAT Core Team

THG / CARAT Creative Team

THG / CARAT PR Team

Brian CarvalhoManaging DirectorASDAA Abu Dhabi

Client Relationship Tel: +971 2 621 50 50

Charbel TaniosAccount DirectorASDAA Abu Dhabi

Client Servicing Tel: +971 2 621 50 50

Deena QassemAccount ManagerAbu 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 KhanGroup Head-Buying,Dubai

Client Servicing Tel: +971 435 72 76

Bagarsh PramodHead of ProductionDubai

Client Servicing Tel: +971 435 72 76

THG / CARAT’s Financial Commitment

French Season’s investment AED 379 490

Advertising campaign estimation cost

AED 677 490

Source THG / CARAT

4. What Could We Improve in 2010?

Objectives

Approach

• To engage more the UAE organizations• To improve our direct marketing towards nationals• To rationalize more our marketing approach for eachevent 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

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

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

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 NationalsWebsite 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 activationcan 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

CARAT SEM Middle East

Al Hawaii TowerOff No. 205, Sheikh Zayed RoadPO Box 31585DUBAI, United Arab Emirates Gregory Bolle