We advised Abu Dhabi Media Company (ADMC) on the launch of ImageNation Abu Dhabi, a new company established by ADMC to develop, finance and produce feature film and digital content for both the global and Arabic language markets. The business plan was to invest in excess of $1 billion over the course of the next five years in the creation of both full length feature films and digital content.The launch of ImageNation Abu Dhabi formed part of Abu Dhabi Media Company’s strategy to become a worldwide leader in the production of content. It also played a role in the Abu Dhabi government’s plan to establish the capital of the United Arab Emirates as an emerging, world-class hub for the regional media industry.

As a new entity, ImageNation had zero visibility in the competitive global film industry. Our task was to position not just ImageNation but Abu Dhabi as a credible player in the international film industry.

The objectives were:• Executive visibility for the CEO to reveal ImageNation’s business goals• Creation of a credible launch platform for the CEO to announce forthcoming business deals• Work within a one week deadline prior to the Toronto International Film Festival

• Headline generation brainstorming with the ADMC CEO to create the ‘billion dollar story’• Consultation with our international network to identify the best journalist in the US to break the story• The Financial Times, New York Times and Variety were identified as the optimal partners to be offered global exclusives (financial, US, entertainment angles)• Preparation of a story synopsis for the target media • Once agreed, the story was embargoed and telephone interviews were held with CEO of Abu Dhabi Media Company• The story was orchestrated to break internationally via online editions, followed by print editions• The story was published in the UAE through ADMC’s newspapers The National and Al Ittihad• PR Newswire was used to flood communications channels in the US, UK and German markets.• Our press office managed reactive requests from the world which included live television interviews on CNN and CNBC.

• More than 130 stories which were carried by media outlets in 5 continents • The story broke on the front page of the Financial Times • Coverage in top ten media outlets had the equivalent editorial value of more than $6m (based on industry multiplier of 3x advertising value).• The launch campaign cost ADMC $4,295 (in addition to our agency’s retained services) • The announcement sparked enquiries from major Hollywood studios, including Universal Studios and business proposals from leading screenwriters and producers.

We created a low-cost, highly effective influencer campaign with a global impact built around a targeted media relations strategy to deliver in a very short time frame.

We had to:• Create a news story that would resonate in the film and entertainment industry at a time of global economic downturn.• Use the world’s leading financial, news and entertainment media to break the story • Then flood media channels with a compelling story

The challenge: To create a film platform for major studios from Hollywood to Bollywood to beat a path to Abu Dhabi, which was previously unknown as a centre for film development and production.