Omnia, one of the Gulf's leading strategic brand and marketing communications agencies, has given a major boost to the prospects of one of Abu Dhabi's latest home-grown phenomena.
The Abu Dhabi Ice Hockey Team are to re-brand themselves as The Storms as soon as the name has been formally approved by the International Ice Hockey Federation, and Omnia has developed the brand strategy, brand marque and communication roll out for them which reflects the excitement and fervour of the fastest game on Earth.
Nik Robinson, Business Development Director of Omnia explained that this is just the latest in a number of communications successes in Abu Dhabi. "Despite the tough year experienced by the 'marcomms' industry, Omnia has performed exceptionally well with major branding initiatives for the likes of the Saadiyat Beach Golf Club and the Abu Dhabi Golf Championship.
"We specialise in a mix of on- and off-line marketing solutions, connecting emerging and leading brands to their target markets across a number of sectors such as government, finance, hospitality, education, construction, energy, medical, FMCG, real estate and events. Although we are looking to expand our business significantly across the GCC, the prospects for Abu Dhabi, in particular, are extremely strong, which is why we are now expanding our current premises into a full-service offering, in order to be closer to our clients and serve their needs on the ground," Robinson said.
The UAE's Ice Hockey Association, says the rebranding of the capital's all-Emirati team is a bid to emulate the North American National Hockey League. "We want to be the first Arab country creating a power league that can run alongside the Emirates Hockey League - the country's new national ice hockey competition - and I believe that The Storms are in a strong position to do just that.
"Our vision is to win by playing hard, with a fierce desire to succeed. We promise 'Lightning on Ice' and this new identity from Omnia reflects all the thrills and passion that we put into our game. The Storms are here to unearth the next generation of ice hockey champions from the local community, encouraging more local interest in the sport and increasing the awareness of amateur hockey. With passion and intensity, we gladiators-on-ice are raring to go!"
Robinson believes that in today's crowded market place, every kind of sport must find a way to distinguish itself from its competitors' offerings. "A strong brand presents a proof of competence and enables an organisation to build customer loyalty as they trust the brand and its quality such that its value becomes so high in the mind of the consumer that he will always stay loyal to it, regardless of fluctuating results or momentary crises.
"With this new logo, we have attempted both to increase awareness of The Storms and to capture the thrill and sheer spectacle of the game of ice hockey. Everyone involved is confident of creating a local tournament in Abu Dhabi to rival the very best in the world," Robinson concluded.
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© Press Release 2009
