Dubai, February 27, 2003: The Government of Dubai Dept of Civil Aviation (DCA) & Dubai 2003, organisers of the 2003 World Bank and IMF meetings, have agreed a year long advertising campaign, exclusive to CNBC Europe.  The aim of the campaign is to raise awareness of Dubai in the United Arab Emirates as a centre for commerce and finance, in the year that Dubai plays host to the 58th Annual Meetings of the World Bank Group and International Monetary Fund.
 
The Department of Civil Aviation Dubai, owners of Dubai International Airport, conceived this novel concept of marketing Dubai.  The key objective of this campaign titled - ‘Why Dubai?’  is to communicate the commercial and leisure benefits of re-locating to Dubai to business leaders of the world’s largest and most influential companies.
 
HH Sheikh Ahmed bin Saeed Al Maktoum, President of the Department of Civil Aviation and Chairman of Emirates Group, commented: “Dubai has come a long way from being a trading port. It is today the business and leisure hub of the region. Its safe environment, state-of-the-art infrastructure facilities, liberal policies and strategic location makes Dubai the ideal place for business and entertainment. As a government department we take pride in taking Dubai to viewers all over the world.”
 
CNBC Europe, the leading pan-European real time financial and business news channel, is using its in-house marketing team and the creative agency,  RudaizkyRyan to develop and co-ordinate the production of the series of commercials and sponsored vignettes.  The campaign will broadcast on the channel from 18th February 2003.
 
The campaign of 60 second sponsored vignettes and 45 second commercials gives the DCA and Dubai 2003 prime time programming across the week with additional spots during the channel’s weekend programme of sports and entertainment shows.  The campaign will also be aired on CNBC Asia.
 
Each of the series of six vignettes are themed around Why Dubai? and include interviews with business leaders about why their company moved to Dubai, commenting on the commercial factors as well as the lifestyle and cultural benefits of the region.  The vignettes are presented with the strapline: Dubai, where business meets pleasure.
 
Rick Cotton, president and managing director of CNBC Europe, says:  “We’re delighted to have secured this important campaign from the DCA and Dubai 2003.  CNBC Europe’s audience of senior executives and business leaders provide the ideal platform to communicate the commercial benefits of Dubai as an important centre for business.  No other channel can reach our highly influential audience to the extent that we can.”
 
The combined potential audience for the Why Dubai? campaign across CNBC Europe and CNBC Asia demonstrates the depth of the audience.  Across Europe and Asia, the channel is now available in some 104 million homes and around 700,000 four and five star hotels.  In addition, CNBC Europe is transmitted in 1,100 banks and financial institutions across Europe, which is also a significant audience segment for CNBC Asia.
 
-Ends-
 
Note to editors
 
CNBC Europe is the only pan-European real-time financial information channel dedicated to the European senior corporate executive, the European financial services industry & the European investor. CNBC Europe is available in over 76 million homes, offices and hotels throughout Europe, the Middle East and Africa. The channel is available via the Astra 2C satellite, on Cable and Digital platforms.
 
CNBC Europe is a service of NBC and Dow Jones. NBC is the leading television network in the US and the broadcasting unit of General Electric Company (GE).  Dow Jones & Company (DJ) publishes The Wall Street Journal and its international and online editions, Dow Jones Newswires and Dow Jones Indexes, providing business and financial news around the world. NBC also offers CNBC Europe interactive links to MSNBC, the NBC joint venture with Microsoft providing 24 hour information via television and the Internet.
 
CNBC Europe is produced and broadcast from studios in London, while drawing on the resources of Dow Jones and NBC news contacts in 25 European cities
 
For further information:
Charlotte Blenkinsop
CNBC Europe
+ 44 (0) 20 7653 9448
Samantha Wood/ Jehad Saleh
ASDA’A Public Relations,
Dubai,
UAE
Tel: +971-4-3344550      
Fax: +971-4-3344556                
E-mail: info@asdaa.com

© Press Release 2003