F&E – Al Ain Aerobatic Show

The Challenge

• Increase footfall and ensure strong media attendance at the 2011 show
• Manage complex media accreditation, due to the show’s proximity to a military base
• Raise awareness of the participants and show’s family-friendly format
• React quickly to inform the media and public about the postponement of the show due to sandstorm

Fan Insight

• People like to see world-class aerobatics in a stunning location

Creative Solution

• A detailed PR approach ensured the full range of messages were communicated pre-show
• Local media were regularly updated to keep the public informed about postponements, especially radio
• The postponements were used to help increase awareness ahead of the resumption of flying activities

Results

• $3.6m – PR Value
• 39k – Visitors on day 1 – A record for a single day
• Abu Dhabi TV broadcast Live
• 98 Media attendees