challenge:

Dubai as a leading and trendy destination required promotion in Central Asia. It was crucial to highlight the importance of the Kazakhstani and Uzbekistani markets and relationships with local agents and tour operators.

approach:

Action Central Asia & CIS organized several events (in Almaty and Tashkent) for Dubai to celebrate strong positioning of the destination on the local markets. The events were attended by various guests, including TOs, TAs and DET representatives. In order to highlight the status of the event and position Dubai as a luxury destination, Action Central Asia & CIS chose premium service hotels as a venue (Ritz-Carlton Almaty, Hilton and Hyatt). Events consisted of a workshop for the tourism industry experts (TOs and TAs) as well as a gala dinner with an entertaining part.

The SOW included:

• Location selection and booking (including catering services)
• Photographer selection, booking and briefing
• Hostess selection, booking and briefing
• Guest list development and dissemination of invitations
• Branding development and production (including invitations, roll-ups, press wall and etc.)
• Programm and timing preparation
• Music band selection, booking and briefing

In total, over 400 participants attended 4 events.