Abu Dhabi Tourism and Culture Authority

ABU DHABI TOURISM AND CULTURE AUTHORITY (TCA)
Request for Proposal

Tender No.: 4511007307
Tender Title: Brand Agency
entourage marketing and event
© entourage 2015
CONTENTS
3 Executive summary
4 Scope of work
5 Swot analysis
9 Challenges and success factors
14 entourage approach
25 KPIs monitoring
33 Recommended research
54 Travel and tourism experience
69 Project deliverables/team
74 Abu Dhabi experience
Page 2 © entourage 2015

EXECUTIVE SUMMARY
• Our approach to delivering a strong branding and marketing project plan for TCA Abu Dhabi’s
existing and new projects is based on holistic approach
• We would undertake the required brand positioning research and in-depth category study before
forming a holistic design architecture
• Our proposal, therefore, focuses on – SWOT analysis of current TCA projects followed by
recommendations and project plans

SCOPE OF WORK
Overhaul of TCA Abu Dhabi projects

Audit of new branding and
communication design with a
marketing project outcomes
detailed brand positioning study
Creation of design architecture for all Recommendations for evolving branding

project assets based on response and 2030 outlook
Presentation of ready for launch

A look at the past and present
branding toolkits for all TCA
(SWOT)
projects
Alignment of communication design in
Ongoing support for the implementation
line with Abu Dhabi 2030 vision
of new branding recommendations

SWOT ANALYSIS

BRAND ARCHITECTURE
Flagship Projects
Other Projects
Sponsored and MICE projects Emiratisation Museum and Sports and

Partner events projects Heritage cruise tourism
projects projects

COMPARATIVE BRAND SWOT
S W O T
• Unique mixture of multi-culture and • Highly affected by competing • Increased travelling towards the region • Emerging GCC tourist destinations
heritage destination destinations (such as DSF) • GCC travellers • Falling Euro prices and the shift towards
• Offers a wide variety of tourism • Relies on indoor attractions during peak • Proximity to mass markets, ex. China European vacations
products and year-long calendar to summer time • Emerging technologies • Domestic tourism
appeal to the entire family • Competitive prices • The trend of design
• All year long calendar supports • No consistent brand layouts and • Local and exclusive talents
destination marketing effective branding on the majority of • Strong 3rd party locally-owned brands,
• Strong digital presence non-prime projects such as Etihad Airways and Ferrari
• Strong attractions (Yas offerings, F1… • Danger of over-reliance on a few • Millennials
etc) source markets • Global events
• International and reputed exhibitions • Lack of problem-focused consumption • Interactive Content
and events planning • Bleisure Tourism
• Increasing social media reach
• Rapid expanding market • Competitive prices • Medical tourism • Emerging GCC tourist destinations
• Iconic projects, such as Burj Khalifa, • Highly debatable effectiveness of • Family tourism • Highly effective by global turndowns
Dubai Mall and Plam Jumeirah tourism promotion • Education tourism • Might be appealing to younger
• High name recognition • Prices and high cost • Global events generations than families
• Diversified offerings • Expo 2020
• Loudest and most recognized festivals
and other events
• Appeals to both millennials and families
• Strong infrastructure

COMPARATIVE BRAND SWOT
S W O T
• Top Middle East market • Highly effected by the region’s situation • Increased travelling towards the region • Effected by the European market
• Tourism in Turkey has increased x200 • Competitiveness rates are dwarfed by • Millennials downturn
from the year 2000 the neighbouring European countries • Increasing social media reach • Emerging Asian markets
• Ranks A+ across almost all indicators • Lack of physical planning practice • Reaching its 100th anniversary • International politics and affairs
• Emerging destination among GCC • Unclear yearly calendar • Media culture among audience in
markets • Must maintain branding at national, Middle East
• Sustainable image across all markets regional and site level
• High name recognition
• Effective and appealing events and
festivals

CHALLENGES AND
SUCCESS FACTORS

CHALLENGES AND SUCCESS FACTORS
Challenges Success Factors
Alignment of TCA Abu Dhabi projects with Abu Dhabi 2030 • Stakeholder consensus on design approach and key pillars
vision • Expression of leadership vision through visual inspirational visual standards
• Detailed review of brand history
Consolidation of TCA legacy values
• Evolution of brand in line with historic progress, reflecting Abu Dhabi’s 2030 vision
• Brand evaluation and positioning study to prepare future ready marcom standards
Standardization of TCA projects and assets
• Organization of TCA assets and projects to maximize branding benefits of scale
Leveraging the value of multiple assets, value of scale • Optimisation of band equity across all points of brand interaction
Future readiness, targeting next generation stakeholders • Optimisation of brand positioning recommendations
Creation on a compelling communication concept document, • Experience in building effective branding and marketing projects in tourism and
brand architecture and brand guideline destination marketing, world class work ethic
Abu Dhabi connection and touch • Local knowledge and insight into Abu Dhabi government vision

STRATEGIC MARKETING RECOMMENDATIONS
(SHORT TERM)
Wish-list Recommendations
Position Abu Dhabi as a must see destination because of its • Create a community, promote ‘project’ related cultural themes
attractive tourism projects • Strong crises plan through PR/digital
• Increase spread of source markets with inclusion of China and India among most
promoted markets
Balanced distribution of tourism interest across all TCA projects • Promotion of International Book Festival and Al Ain Air Show in regional markets,
through extensive fan-base management, similar to how major league football clubs
maintain game day interest among fans

MARKETING COMMUNICATION, ISSUES AND
CHALLENGES
Recommendation
Abu Dhabi’s tourism brand, future development
Present a detailed country position study, necessary to evaluate the positioning going
forward. (Please refer to tourism brand positioning study as recommended by agency
research partner, Nielsen)
Issue
Points to be evaluated are:

• Evolution of travelers around the world
• What people seek from travel and therefore what inspires them – specially among Abu
Dhabi projects
• Relevance in the age of multiple-screen and up to the moment updates
• Visual cues and metaphors that stand the test of time and most relevant to the main
future audience – the millennials

MARKETING COMMUNICATION, ISSUES AND
CHALLENGES
Recommendation
To continue or discontinue current marketing
The foundations of marketing haven’t changed over time, however the tools and strategies
have evolved in keeping with the lifestyle and behavioral patterns of our target audiences
across the world. We recommend, evolution of the marketing approach to compete with the
approach?
sophisticated approach of Turkey and Dubai tourism boards

Issue
Points of immediate concern:

• Sell ‘inspiration’ not just ‘events’
• Evolve to ‘trend’ based marketing communication. Break away from ‘theme’ based
communication
• Millennial-focused social media plan and digital presence
• Practical crises plan that is on stand-by in all key markets

ENTOURAGE APPROACH

HOW WE WILL APPROACH THE PROJECT
48-hour turnaround on an Timelines will be flexible, but

Speed
average always supporting rapid delivery
Wide applications across digital

Smart Think digital all the time
and traditional points
Comparison with strong mix of

Speed World’s best, bettered
examples from around the world

SPEED
SPECIAL NOTE
• Designers, strategists, digital experts and production teams will work
together to ensure what is proposed can be executed immediately
upon approval
• Experienced team to deliver concept to final without mistakes
• Always supportive of client end challenges in getting quick approval and
working around stretched timelines

BRANDING HIGHLIGHTS
UK, Turkey, Singapore, Dubai Identifying best Alignment to Alignment to federal style
practices federal style
Ensuring long- Ensuring long-term

Unique approach Creating unique term strength strength through open-
style for TCA International Abu Dhabi through open- ended design
Abu Dhabi Benchmarking GOV Approach ended design
TCA Abu Dhabi

Brand History
Alignment
TCA Abu Dhabi Building on across all 10- New and ongoing
Corpoarte legacy values, 15 ongoing projects/sub-brands
future plans projects and
new especial
projects

INTERNATIONAL
BENCHMARKING
SPECIAL NOTE
• Our aim is to identify best practices as well as weaknesses and apply
them wherever relevant to TCA Abu Dhabi project
• We appreciate that Abu Dhabi is possibly the most multicultural city on
earth and its government has a global view, in line with that thinking,
we want to create a unique guideline for both TCA corporate brand and
projects/sub-brands
• TCA guideline will become the hallmark in the region and serve as an
example to the world, no other government accommodates traditional
values and futuristic ideas like Abu Dhabi does

PROJECT BLUEPRINT
Phase Approximate delivery time Resources
• Creative studio
• To be developed within 3-5 weeks after project award.
1. Gov brand first proposal plus • Strategy department
• Includes 1 insights workshop with TCA project team and 1 status update meeting
TCA strategy/positioning study • Production team
to present insights and positioning thought
• Digital team
• Creative studio
• To be developed in parallel to the first milestone and delivered within 2 week of • Strategy department
2. Creative concepts delivery
completion of the above milestone • Production team
• Digital team
• Creative studio
3. Brands guidelines • 2-3 weeks after the approval of TCA brands strategy/positioning
• Strategy department
• Creative studio
4. Creative and marketing • Development of these to be included in the above phase and would take up to 2 • Strategy department
collaterals delivery additional weeks to fulfil limited requirements • Production team
• Digital team
We have two options, a fattrack plan and a comprehensive plan. Above plan of of 12 weeks to deliver the rebranding project in
a phased manner is based on a ‘fasttrack’ model. We recommend the comprehensive rebranding exercise based on a more
detailed brand positioning study. Please refer to the Egypt example, slide 33 onwards.

PROJECT DETAILS: PHASE 1
Details of process involved Resources. Time – 7 weeks
Gov brand first proposal plus TCA
strategy/positioning study
• Insight workshop with project stakeholders Week 1-3

Milestone
• Research and comparison of international benchmarks

• Presentation of insights and brand positioning recommendation Week 4-5
• Creation of alternative models of branding involving Abu Dhabi gov
branding, TCA corporate and projects brands– feedback and development
• Finalisation of banding manifesto, containing positioning, strategy and Week 6-7
branding system

TCA projects creative
concepts delivery
• Overview of creative landscape and best practices Week 8-9

Milestone

Brands guidelines
• Presentation of branding systems for TCA brands/projects Week 10

Milestone
• Feedback and revision

• Finalisation of updated brand guidelines, complete with traditional and Week 11
digital applications

TCA creative and marketing
collaterals delivery
• Agreement and approval of content for marketing collateral Week 12

Milestone
• Design of templates and sample presentation

• Presentation of mock ups
• Final production Week 12 onwards

RESEARCH TOOLS AND
METHODOLOGY
• Application of their party brand audit reports (Ipsos, Nielsen, Euromonitor)
• Band System questionnaire – custom designed tool based on landscape research
• Face to face interviews and insights workshop

CRIATIVE STRATEGY
AND KPIS

DNA OF WORLD-CLASS BRAND
COMMUNICATION
Get noticed Engage Action
• Catchy visual • Grow interest • Transform perception

• Clever Positioning/Message • Create interaction • Generate action

COMMUNICATION
Get noticed • Beyond attention, generate
buzz, generate experience,
become share worthy, the
• Catchy visual
talking point
• Clever Positioning/Message
• Unique creative
• Supported by Nielsen Neuro*
tests, assurance of success
• *to be discussed in detail and applied upon approval

COMMUNICATION
• Beyond first glimpse,
Engage
generate interaction, become
source of information you
• Grow interest seek (not just information that
• Create interaction finds you)
• Unique organic content

• Collaborative content
generation, real time
moderation, precision
placement (backed by best-
in-class media consumption
trends)

COMMUNICATION
Action • Beyond brand experience,
leading to affirmative action
in line with communication
• Transform perception
objectives
• Generate action
• Monitoring of perception
change leading to positive
action
• Supported by proprietary
research monitoring to drive
communication efficiency

RECOGNITIONS RAISE BRAND
PERCEPTION
At least 5% better
Stakeholder Top industry
TCA scorecard than before score
scorecard awards for branding for awareness
and advertising – KPIs
regional and global
creative awards
At least 5% better Effective At least 10% better

than before score advertising than before score
World-class brand for perception KPIs and pr for outcome KPIs
communication
Top industry
awards for Recognition at
effectiveness – World Travel
regional and global Awards At least 10%
effie
better than before
score for balanced
growth KPIs

TAILOR-MADE MARKER FOR TCA
COMMUNICATION 2015-2018
In line with key

pillars
To be applied to all types

of communication – brand,
TCA
tactical, and seasonal
Communication advertising and communication
Marker
Fulfilling TCA KPIs Achieving Yearly

Milestones
* Independent audit and reporting by Nielsen or top independent research specialist. Aim for consolidated score of 80% for the TCA Communication Marker

EXAMPLE
TCA KPIs Monitoring

• Strategy 3.5/5
In line with key • Awareness 4/5
pillars • Perception 3/5
Key Pillars Scorecard

• Effective 3.5/5
TCA • Integrated 4/5
Communication • World-class 3/5
Marker
Fulfilling TCA KPIs Achieving Yearly Yearly Milestones

Milestones • Inbound traffic 3/5
• Destination targets 3/5
• Balanced results 3/5

RECOMMENDED TCA BRAND/
PROJECTS POSITIONING STUDY,
EXAMPLE EGYPT

REFERENCE OF ANOTHER LEADING
TOURISM BRAND
PLE
M
• We have taken Egypt as an example, like Abu Dhabi, Egypt enjoys a variety of Tourism offerings
A
(sun, sea, history, culture)
S
• The target audience is focused on GCC, CIS and Western Europe, with a strong growth among
Asian giant source markets China and India
• Going forward, we highly recommend working with market leading research specialist Nielsen,
we have an excellent experience working with them on Egypt Tourism project
Source: Nielsen
RESEARCH NEED ASSESSMENT
Understand habits and attitudes
Habits &
attitudes
related to travel & tourism.
E
Understand current destination country
L
Perceptions of brand positioning & imagery based on
brand destinations
P
traveler awareness & perceptions.
M
What are travelers’ functional and
A
Brand Egypt
emotional needs in respect to leisure
S
travel?
How can brand Egypt’s current
Leisure travel needs offerings cater to existing needs?
Determine optimal communication by

Communication need segment in order to reach the
target audience.
Need
Function & Emotional Needs

Assessment
Attitude
Perceptions & experiences

• The Egyptian Tourist Authority has approached Entourage & Nielsen
in order to determine how to best position brand Egypt across various
inbound tourism markets. Imagery
Brand asscciations
• The proposed research will include needs assessment & segmentation,
Source: Nielsen
communication evaluation and ongoing tracking.
• The following document highlights the methodology, timelines &
investments for the proposed study.

4 RESEARCH MODULES APPLIED
1 2 3 4
PL E
S AM
LANDSCAPE WORKSHOP CAMPAIGN Brand /
RESEARCH EVALUATION communication
tracking
Source: Nielsen
LANDSCAPE RESEARCH DESIGN
Qualitative exploration will be conducted followed by Quantitative measurement phase
Research Time Plan & Flow
1 2 LE
AM P
+
S
Qualitative module Quantitative module Strategic Action planning
Decoding motives, expectations, In depth behavior & outlook

research, need segmentation Positioning & Nation branding
emotive, need gratifications &
and identification of need gaps, strategy
possible gaps opportunities
Using Qualitative exploration and quantitative measurement, crystalize nation branding strategy based
on business opportunity & market potential
Source: Nielsen
HIGHLIGHTS OF LANDSCAPE
RESEARCH SEGMENT
PLE
Flexible SAM
Gradualist In-depth Rich Faithful to traveler
language
Source: Nielsen
LANDSCAPE MODULE WILL
AIM TO EXPLORE
Mapping the Understanding Identifying
occurrence and the triggers need-gaps &
E
behavior and barriers opportunities
MPL
of travel and map
SA
• To derive the occurrence • To explore needs in the
context of travel & tourism
• Understanding
associations,
consumer’s needs and behaviors perceptions and
related manifestations • To ascertain drivers emotional connections
• Understand travel-related and barriers to choosing between a given need &
decision-making specific destinations specific destination
processes • Understanding
associations with
Source: Nielsen
Egypt, in particular
Each topic explored qualitatively before validating the hypothesis and measuring the need segment sizes in quantitative phase

QUALITATIVE APPROACH
Explore Deep Dive Unearth Map
PLE
Lifestyle, values & Travel & tourism needs Needs Brand need
M
beliefs & expectations decoding ownership
SA
Travel & tourism needs & expectations
Source: Nielsen
PROPOSED METHODOLOGY
Peers Couples Parents Tour operators
PLE
SAM
Tour operator
Traveler insights
insights
Source: Nielsen
PAIRED OR TRIAD DISCUSSIONS
SUGGESTED METHODOLOGY:
IN-DEPTH INTERVIEW
METHODOLOGY & RESEARCH TOOL
E
Nielsen recommends paired or triad interviews as the ideal methodology amongst travelers.
MPL
Prior to group discussions,/in-depth interviews travelers will be asked to choose photos and/or
A
memorabilia to bring to share. These will be used to prompt conversation and identify traveler needs
S
and priorities.
A paired or triad approach enables an understanding of need dynamics and manifestations. In

addition, this format enables a deep understanding of need states
• Peers: 2-3 individuals who have traveled together for leisure
• Couples: Married or unmarried couples who have traveled together for leisure
• Parents: Married couples with children who have traveled with their children for leisure purposes
• Research Tool: detailed discussion guide to be administered in respondent’s language
Source: Nielsen
• Interview Duration: around 90-120 minutes

PAIRED OR TRIAD DISCUSSIONS
QUANTIATIVE SAMPLE DESIGN
Segment Country Cities covered Sample Segment Country Cities covered Sample
Russia Moscow, Saint-Petersburg, Yekaterinburg, N.Novgorod, Samara, 1000 Canada NA
Kazan
Main source
E
UK London, Manchester and Liverpool, Birmingham, Glasgow, Leeds, 1000 India Delhi, Mumbai, Chennai, Kolkata 2000
Sheffield, Bradford
Long Haul
P
Germany Hamburg, Frankfurt, Munich, Cologne, Berlin, Leipzig, Dresden, 1000 Japan NA
Nuremberg, Hannover
M
Italy Milano, Turin, Bologna and Firence, Rom, Bari, Naples, Genova 1000 China Beijing, Shanghai and Guangzhou 2000
SA
France Paris, Lille, Nantes, Lyon, Toulouse, Bordeaux, Marseille, Strasbourg 1000 US L.A., New York, Chicago, Dallas, and Miami 2000
Big source
Poland Warsaw & Krakow 1000

Ukraine NA Jordan Amman, Irbid,Aqaba 1000
Austria NA Kuwait Kuwait City 1000
Belgium NA Libya Tripoli and Benghazi, Misratah and Zawia 1000
Arab markets
Czech NA KSA Jeddah/Riyadh/Dammam 1000
Medium Source
Netherlands Amsterdam, Den Haag, Rotterdam, Utrecht, Eindhoven, Tilburg, 1000 Qatar Doha , AlRayyan, AlWakra, Alkhour 1000
Groningen, Breda
Spain Madrid, Barcelona, Bilbao, Valencia, Sevilla, Zaragoza, Malaga, 1000 Bahrain NA
Cordoba
Sweden Stockholm, Goteborg, Malmö, Uppsala. 1000 UAE Dubai/Sharjah/AbuDhabi 1000
Norway NA
TOTAL : 21000 Interviews
Source: Nielsen
Denmark NA

QUANTITATIVE PHASE :
INFORMATION SOUGHT
TOURISM SPECIFIC
E
Motivations and Expectations from travel Decision making touchpoints
MPL
• Travel motivation • Process of decision making
A
• Travel planning details • Members involved and spoken to while deciding
• Itinerary building route • Key factors that impact final decision
S
• Satisfaction and views on last travel : High points & improvement areas • Hygiene vs. differentiation vs. put-off factors during decision making
• Booking process : Pre vs. during the trip • Media used and trusted at various stages
• Role of media and dependance
Avenues to position Egypt tourism Needs and gratification sizing
• Reasons to take a vacation • Needs and desires fulfilled

• Preferred company on vacation (friends, family or alone) • Ideal feeling or gratification upon taking a trip
• Preferred time period of vacation • Key need states associated with travel
• Forecasted expenditure to be made for a certain time period • Destinations currently associated with these need states
Source: Nielsen
• Need gaps not fulfilled by any locations
• Opportunities to capitalise on
• Size of need states and hence, prioritization for Egypt marketing
campaign

QUANTITATIVE PHASE :
INFORMATION SOUGHT
EGYPT SPECIFIC
E
Perception of Egypt Tourism Areas to travel to
MPL
• Image perception of country • Gauge respondents’ knowledge of the geographical terrain of Egypt
A
• Positives/ things hoped to see/ experience in Egypt and if there certain areas they are not aware of
• Perception of type of economy- agricultural, industrial, etc • List down spontaneous and aided level of awareness of tourist spots in
S
• Image of tourists who generally visit Egypt Egypt
• Egyptian culture- introverted, extroverted, accepting different cultures,
friendly and welcoming locals or vice versa, etc.
Positives and Negatives of Egypt Satisfaction level with travelling in Egypt:
• Triggers and Barriers of visiting Egypt Satisfaction on particular attributes such as:
• Impact of each mentioned attribute on decision to visit and recommend 1. Comfort level of living in resorts/ hotels
• Strategies/ suggestions by respondents themselves to curb the 2. Friendliness of locals
barriers/ negatives 3. Avenues of shopping
Source: Nielsen
4. Hygiene conditions
5. Ease of converting currency
6. Authenticity/ trustworthiness of guides

UNDERSTANDING THE EGYPT
BRAND ESSENCE... Nation brand
EGYPT SPECIFIC Features
Distinct / Different
E
Relaxation,
L
Sun & beach
Social Image
P
Unique
AM
Family oriented Simple joys
S
Security
Unadulterated Personality &
authentic Gratification
Exciting
Assured
enjoyment Exotic Best in region
Closest
substitute to Comfort while Adventure
faraway famous Inclusive travelling Luxury
destinations Heritage
Proximity to my Contrast to Dubai

country Easy to manage
Has fresh natural
taste trip
Source: Nielsen
Has pure white
colour Comfort while
travelling
Need to Develop Reinforce Common values of key competition

...AND MAPPING THE NEED
STATES VIBRANCY LUXURY
Exotic/ rare Confident/ self assured
LE
To be the best Calm & relaxing
MP
Competitive Flattered
SA
On the edge
THRILL SECURITY
Adventure Organized, in order
Value for money Easy to manage
Impressive Stress-free
Stylish/ sophisticated Premium
Source: Nielsen
Multi-theme offering Show-Worthy
BALANCE ACHIEVEMENT

AND BUILD GO TO MARKET
STRATEGY..
DEFINING PORTFOLIO BOUNDARIES – CAN EFFECTIVELY
COVER 65% OF THE NEED MAP
LE
BRAND OPTION A BRAND OPTION B
P
FOCUS ON SOPHISTICATION, DISCERNMENT THE AFFILIATED PROMISE
AM
VIBRANCY LUXURY VIBRANCY LUXURY
S
Exotic/ rare Confident/ self assured Exotic/ rare Confident/ self assured
To be the best Calm & relaxing To be the best Calm & relaxing
Competitive Flattered Competitive Flattered
On the edge On the edge
THRILL SECURITY THRILL SECURITY
Adventure Organized, in order Adventure Organized, in order
Value for money Easy to manage Value for money Easy to manage
Impressive Stress-free Impressive Stress-free
Stylish/ sophisticated Premium Stylish/ sophisticated Premium
Multi-theme offering Show-Worthy Multi-theme offering Show-Worthy
BALANCE ACHIEVEMENT BALANCE ACHIEVEMENT
Source: Nielsen
CORE CORE
POSITIONING POSITIONING

UNDERSTANDING COMMUNICATION
CUES THROUGH NEED SEGMENTATION
Understanding of traveler
Mapping of traveler journey
E
segments
MPL
SA
• Enable development of communication cues, themes & tonality that
will connect with identified segments
• Understand motivations behind travel decisions (information
requirements, celebrity endorsements, etc.)
• Create communication which is tailored to segment dynamics &
needs
Hence more focused approach

Understanding travel needs and Identifying need-gaps and to communication and service
Source: Nielsen
behavior of segments in context opportunity areas fitting Egypt’s development ideas catering to WORKSHOP
of leisure & travel category brand positioning specific requirements of traveler
segment

WORKSHOP FORMAT
Tourism Landscape & Needs assessment research (qualitative & quantitative)
PLE
LIFE THEMES
SAM INNOVATIVE SOLUTIONS
Participants: Entourage, ETA brand & marketing teams, Nielsen CS team
The workshop process will include:

• Discussion and refinement of segments
• Identification of geographically- culturally- and linguistically- specific groupings
Source: Nielsen
• Fine tuning of communications, developed by creative agency
• Re-aligned of expectations, objectives & Key performance indicators

WHICH BRINGS UP THE KEY
ADVERTISING ISSUES..
Developing an Impactful Ad Branding
E
• Will my target remember my ad – Is it a • ‘Is my brand being projected the way it
L
clutter breaker?’ should?’
P
• Is the branding strong enough to • ‘What value will this ad create for my
AM
differentiate?’ brand?’
S
• Is the ad appealing to my audience?’
Innovation/ improvement
Empathy creation • ‘What is the incremental gain for going
• Can my target relate to what I project?’ different?’
• Will they like what they see? • ‘Would they consider/ endorse me if I
made my communication different?’
Evaluating persuasive ability • ‘Is it possible to recoup the cost of ad
• Will my target consider/ endorse my innovation?
brand?’
• Will my new target audience consider/
Source: Nielsen
endorse my brand?’

QUANTITATIVE APPROACH
FOR FINALISED CAMPAIGNS
INFORMATION AREAS
PLE
Ad Evaluation
Overall likeability - Using ‘9’ SAM

Individual Ad Attributes
- Visibility impact
Ad Diagnostics
- Likes/Disliked
Evaluation of Winning
Execution
point rating scale - Ad power - Main message Viewer’s opinion and/

- Creative hooks - Story recall or comments on various
Spontaneous Likes/dislikes - Benefit power - Brand imagery (mutually decided) KPIs and
- Emotional power - Likeability of Tagline ad diagnostics against pre-set
- Brand affinity - Brand association benchmarks
- Ad memorability
Source: Nielsen
BRAND COMMUNICATION
TRACKING DESIGN
QUANTITATIVE TRACKING WOULD BE FOLLOWED CONTINUOUSLY. QUALITATIVE APPROACH
MAY BE SELECTED ONLY IN CASE HYPOTHESES OR INSIGHTS FROM TRACKING REQUIRE
FURTHER DEEP DIVE
PLE
SAM
CONTINUOUS
Quantitative module
OPTIONAL
Qualitative module
Ongoing continuous tracking Activated only in case

reported periodically as per hypotheses or insights from
pre-decided format tracking require further deep
dive
Source: Nielsen
The next slides detail out both the methodologies…

ENTOURAGE –
SPECIALIST IN TRAVEL
AND TOURISM

TRAVEL AND TOURISM
EXPERTISE HIGHLIGHTS
Expertise in
Outstanding success Consultant to Google KSA market with
Partner of Emirates
managing Egypt Tourism Travel and Tourism Supplier of Sharjah experience of Saudi
airlines travel and
brand 2014-2015 products branding and Tourism projects Arabian Airlines,
tourism projects
promotion Tourism Boards of
Oman, Jordan

Brief: Egypt needed its tourism revenues to get back to normal being one of the highest
income generators in the country, and despite the challenging backdrop. A multinational
marketing campaign was envisioned, but delivery had to be on target.
Solution: We devised a multi-layered integrated marketing campaign with an emotional

message that created instant brand resonance across the GCC. The message, centered
on ‘missing Egypt’ complemented perfectly with the holiday planning season and was seen
across a variety of traditional and innovative media outlets. The result was overwhelming,
Egypt recovering strongly from the slowdown of previous years and recording better than
expected tourist inflow. The campaign was appreciated from all corners, winning recognition
by Conde Nast Traveller Awards and MENA effie.

‫ألف ضحكة بتناديك‪...‬‬
‫في الصيف‬
‫‪#Misr_Orayba‬‬
‫ريفييرا البحر االحمر‬

‫‪© entourage 2014‬‬


‫ألف ضحكة بتناديك‪...‬‬ ‫ألف ضحكة بتناديك‪...‬‬ ‫ألف ضحكة بتناديك‪...‬‬

‫في العيد‬ ‫في العيد‬ ‫في الصيف‬
‫‪#Misr_Orayba‬‬ ‫‪#Misr_Orayba‬‬ ‫‪#Misr_Orayba‬‬
‫اإلسكندرية‬ ‫ريفييرا البحر االحمر‬ ‫شرم الشيخ‬

‫‪© entourage 2014‬‬ ‫‪© entourage 2014‬‬ ‫‪© entourage 2014‬‬
‫‪Page‬‬ ‫‪59‬‬ ‫‪© entourage 2015‬‬

Brief: As Middle East marketing partner of the most famous brand in the world, we are
responsible for launching key projects in the region ensuring Google stays ahead of
competition in every service category it ventures.
Solution: Behind the most talked-about projects like Think Travel, Think Video, Launch of
Street View, Google@Lynx, Google@ATM, we are always two steps ahead leading the way
for Google to present its credentials to different segments of businesses, industries and
media. Our live communication projects for Google have been recognized at the Middle East
Event Awards year after year.

Brief: The office of the ruler of Sharjah appointed the agency to organize the launch event
of the autobiography of His Highness at the landmark 30th SIBF event. It had to be a classic
event that provided the leading lights of the literary world an unforgettable book launch
experience.
Solution: Based on ideas that were never imagined before and by putting together resources
from all over the world, a custom designed dome was built specially for the launch event
within the premises of Sharjah International Book Fair. Inside this custom-built dome, over
2,000 VIP guests witnessed in awe, 360 degree projection technology along with a 3D
hologram show, combined together to create an experience that will never be forgotten.

Brief: Part of Saudi Arabian Airlines commercial division, SWH needed to create strong
impact within the trade and industry channels at the most important marketing showcase for
the travel and tourism industry – Arabian Travel Market.
Solution: An inspirational stand theme together with communication plans presented

tactically throughout the duration of the event ensured SWH became a hub for industry
decision makers. SWH signed off with several major contracts with local and international
partners. We have also worked for Saudi Tourism Authority to work on brand communication
targeting European markets.

Brief: Present JTB credentials to the Saudi market and drive tourism numbers
Response: We leveraged cultural insights to present a strong creative campaign unique to

KSA target needs and aspirations. Integrated campaign took advantage of multiple channels
to engage the target with the central idea of the campaign, driving brand visibility and results

PROJECT DELIVERABLES/
TEAM

WORK PLAN 2015 - 2016
Strategy/
TCA Abu Dhabi Creative Media and
Consultancy Landscape Research Results and
-entourage International and Sponsorship Campaign Reporting
International and Trends Analysis Recommendations
Partnership Arab Activation
and Arab
Daily support for
Daily brand communication
consultancy
Supporting social media
Weekly and event needs – Social media
global remit
Ongoing review of Presentation of
Monthly project tactics and ongoing and upcoming Competition
outcomes campaigns
Review of adaptations in Review and finalization Integrated report – all Campaign reviews – all
Quarterly
each market of annual plans markets markets
Bi-annual reporting Bi-annual reporting
and recommendations, and recommendations,
Half-Yearly Consolidated report
highlighting ROI and highlighting ROI and
effectiveness KPIs effectiveness KPIs
Consolidated report
Review of creative work Annual Project Report – Achievements, SWOT,
Yearly and Year Book of global
from all markets and Recommendations
activities
Archive and handover of Project Report – Achievements, SWOT, and
End of Project
creative assets Recommendations

AGENCY STRUCTURE
Mohammed Tayem
Managing Director
Human Account Media Planning

Creative Events Accounts PR Strategy Production
Resources Management & Buying
Socrates Raymond Oliver Marriott Mohammed Al Tafesh Rabih Riman Noor Nabulsi Abhiroop Sen Rawad Nasreddine Deena Al Lababidi Bara AlZraiqi
Creative Director Senior Event Producer Accountant PR Director HR Director Strategic Director Client Servicing Director Media Planning Manager Production Director
Awatef Khacib
Sam Hettiarachchi Ali Hamade Ronalie Aroc Sana Lababidi Edz Fajardo Mofeed Malas Hicham Monzer Muhammed Rahal
Senior Media Buying
Senior Graphic Designer Senior Event Coordinator Accountant Media Relations Manager Office Administrator Strategic Planner Senior Account Manager Production Officer
Executive
Waqar Ahmad Adham Yakan Nerissa Sta Cruz Hamzah Ghoussainy Mohannad Al Kayyal
Graphic Designer Junior Event Coordinator Office Administrator Account Manager Account Manager
Lana Zawawi
Maryam Al Daryoussi Linlei Pariolo
Support Business Development
Graphic Designer Event Administrator
Manager
Basel Alaya Mohammed Taneera Mireia Ruiz

+30 Production Team
Digital Specialist Operation Officer Account Executive
Mohammed Emad Umair Saleem Aman Abbasi

Graphic Designer Office Support Account Executive
Camila Wong Sadiq

3D Designer Driver

THE TEAM
entourage integrated marketing team features multi-channel skill sets to manage and deliver client requirements. The team comprises
account servicing, creative and studio, strategic planning, activation, social and digital media experts who are further supported by
in-house production team.
Director of Strategy
Responsible for strategic direction of the account, managing business and brand insights and its application across the integrated
marketing system. Supported by research and planning team of 3 members
Creative Director
Responsible for the creative output of each project. Collaborates with client and strategy teams to develop creative solutions.
Supported by creative studio of 8 including Art Directors and finalizers
Event Director
Responsible for bringing to life the strategic and creative vision of each project. Expert on a wide range live communication solutions.
Supported by complete event management and activation team of 20 members
Account Director
The first point of contact between the client and the agency team and responsible from managing the expectations of all stakeholders
in the project. Supported by account management team of Account Managers and Executives
PR Director
Manages the PR mandates and requirements of brands in collaboration with strategy and account management teams. Closely
supported by digital and social media experts to deliver successful communication plans

DEDICATED TEAM
AS PER TCA REQUIREMENTS:
Bilingual Account Director Bilingual Design Manager Senior Account Executive Design Assistant
15-20 years’ experience 8-10 years’ experience 5-7 years’ experience 5-7 years’ experience
Part Time Full Time Full Time Part Time

Teams are highlight experienced in tourism and travel branding and marketing. Brands worked on are Egypt Tourism, Dubai Culture,
Dubai Summer Surprises, Jordan Tourism, Google Think Travel, Oman Tourism, Sharjah Tourism, Emirates Airlines

ABU DHABI EXPERIENCE

SEHA

ADIB

ENTOURAGE SHOWREEL
https://www.youtube.com/watch?v=VtnCIyyFino

THANK YOU

Abu Dhabi Tourism and Culture Authority

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ABU DHABI TOURISM AND CULTURE AUTHORITY (TCA)

Request for Proposal

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Overhaul of TCA Abu Dhabi projects

Creation of design architecture for all Recommendations for evolving branding

Presentation of ready for launch

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Sponsored and MICE projects Emiratisation Museum and Sports and

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Points to be evaluated are:

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sophisticated approach of Turkey and Dubai tourism boards

Points of immediate concern:

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48-hour turnaround on an Timelines will be flexible, but

Wide applications across digital

Comparison with strong mix of

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Ensuring long- Ensuring long-term

TCA Abu Dhabi

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• Insight workshop with project stakeholders Week 1-3

• Research and comparison of international benchmarks

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• Overview of creative landscape and best practices Week 8-9

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• Presentation of branding systems for TCA brands/projects Week 10

• Feedback and revision

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• Agreement and approval of content for marketing collateral Week 12

• Design of templates and sample presentation

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• Catchy visual • Grow interest • Transform perception

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• *to be discussed in detail and applied upon approval

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• Unique organic content

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At least 5% better Effective At least 10% better

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In line with key

To be applied to all types

Fulfilling TCA KPIs Achieving Yearly

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TCA KPIs Monitoring

Key Pillars Scorecard

Fulfilling TCA KPIs Achieving Yearly Yearly Milestones

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Determine optimal communication by