ATC UAE – Abu Dhabi Desert Challenge
The Challenge
- To raise awareness of the rally, its partners and the new desert venue for the event’s base in 2011
- Ensure strong media attendance on-site
- Increase local, regional and international television coverage
Fan Insight
- Fans enjoy the excitement of the competition, particularly the opportunity to get up close to the action and stars at the event’s Super Special Stage
Creative Solution
- In addition to targeting media using traditional PR activities, Performance Communications developed competitions for Sport 360 and OSN TV
- A twin-focus TV campaign was based on attracting TV crews to the rally and placing highlight packages with GCC/international stations
- Abu Dhabi Sports TV broadcast live from the rally each day
Results
- 50% Increase in awareness through TV strategy
- 120 media attendees
- Abu Dhabi Sports TV broadcast live from the rally each day
- 25% increase in general PR coverage on 2010
