New multi-media campaign by Leo Burnett and Optimedia set to bring awareness to tourism in SharjahDubai: Leo Burnett Dubai has acquired a new client, Sharjah Commerce and Tourism Development Authority after initial pitching rounds. The Publicis Groupe ‘Power of One’ approach was favoured by the authority because of its creative and strategic output that played an integral part in the final agency selection for its new campaign. The new partnership will see Leo Burnett along with Optimedia develop multi-media campaigns to build awareness around the Sharjah brand.
Following multiple rounds and fierce competition from four other local and multinational agencies, Leo Burnett was chosen to lead the multi-media campaign that will start in December. Leo Burnett and Optimedia will provide Radio, Print, Digital, TV and OOH through the ‘Power of One’ approach, to define the Sharjah Commerce and Tourism Development Authority, position their brand strategically and increase awareness.
Kamal Dimachkie, Executive Regional Managing Director at Leo Burnett Dubai, added: “The Sharjah Commerce and Tourism Development Authority tells the unique and beautiful story of Sharjah, and Leo Burnett is particularly proud to partner with them, and have the opportunity to tell their story that many from across the region will appreciate. Naturally, we look forward to providing SCTDA with a collective Publicis Groupe support and digital capability for their campaign.”
“The selection process for this pitch was thorough and comprehensive and our team could not have asked for a better frontrunner. We are pleased to be working with Leo Burnett on our latest campaign and we look forward to taking advantage of their ‘Power of One’ approach,” said Hazem Al Sawaf, Director of Marketing and Communication, Sharjah Commerce and Tourism Development Authority.
Regionally the tourism industry has slowed down between 2015 and 2017 however, the Sharjah Commerce and Tourism Development Authority has a current objective to create new growth and bring 10 million visitors to Sharjah by 2021. The organisation plans to do this with its latest Leo Burnett multi-media campaign.
Sharjah Commerce and Tourism Development Authority (SCTDA) was established in 1996, in accordance with the Emiri decree no. 5 for 1996, with a main objective to promote the commerce and tourism activities within the emirate of Sharjah, through the following activities - planning and laying down strategies to promote tourism and commerce, Marketing & Promotion activities and conducting appropriate market studies and surveys.
About Leo Burnett MEA
Since its inception in 1981 as the first multinational agency in the region, the Leo Burnett Middle East and North Africa group of companies has always been progressive in its thinking and approach.
From a single brand agency, Leo Burnett has grown into a comprehensive integrated communication network. It is a full service agency, offering brand planning, account management, creative/design-print production, Below-The-Line (BTL), corporate communications, digital communications, direct marketing, database management, event management, interactive marketing/CRM, promotional marketing, retail marketing, market research, media planning and buying, public relations, product launches, outdoor advertising and sales promotion.
The group offers both specialization and holistic integration to answer the ever-changing needs of both clients and the marketplace.
The Leo Burnett Group MEA is headquartered in Dubai with offices in Abu Dhabi, Doha, Riyadh, Jeddah, Kuwait, Beirut, Amman, Sulaymaniyah, Erbil, Cairo and Casablanca, and an affiliation office in Algeria.
The Leo Burnett Group of Companies consists of Leo Burnett (Cross-Channel Brand Agency), Leo Burnett/Arc (Cross-Channel Activation Agency), SapientRazorfish (Digital Agency), Atelier (Luxury Agency), MSL (PR Consultancy).
A network team of close to 750 talented employees is committed to enhancing their clients' competitive advantage through an integrated, multidisciplinary communications approach that converts brand buyers into brand believers.
A restructuring in Publicis Groupe - the ‘Power of One’, launched in 2015 has seen all Publicis entities reunited under one roof and one management team. In this model, all agency brands share an operational backbone, combining the power and expertise of the Solution Hubs with the scale required to win. As a Connecting Company for the Connected Age, Publicis Groupe is driven by a common purpose, a powerful spirit, shared behaviours, great character and a relentless focus on clients.
© Press Release 2017