There is good reason why Abu Dhabi was numbered by the International Congress and Convention Association (ICCA) in its list of the top 100 busiest global destinations for business and meetings. Abu Dhabi is now on a par with magnet convention centres in locations such as Cologne, Germany’s fourth largest city, and Las Vegas, Atlanta, Brasilia and Perth, Australia.
Creative Word works with Abu Dhabi’s Tourism & Culture Authority (TCA) and with the Abu Dhabi Convention Bureau on a number of levels to help them achieve this goal. Translation is one of our primary services, but translation alone is not enough. We market content in eight different languages, tailoring it to the cultural climate of the target country. Content must not only be understood, but also it must “hit the spot” in terms of what the particular cultural priorities are.
Success is as much down to good preparation as to luck. It takes shrewd planning and a defined strategy to achieve the goal of putting Abu Dhabi on the world map of desirable convention destinations. The message must be defined and disseminated in an effective way, and most importantly, it must target the decision-makers who plan these corporate and consumer events.
Given the wide choice of convention destinations in a fiercely competitive world, how does Kwintessential assist the TCA and the Abu Dhabi Convention Bureau identify the unique selling points (USPs) of Abu Dhabi as a destination? The country has a great deal to offer to the global business community, and the emphasis is on selling the benefits and spreading the message loudly and clearly.
The approach is clearly paying off. In 2013, the Abu Dhabi Convention Bureau was launched with the remit of winning business. It has secured some prestigious events for 2014, including IATA, Ecocity Summit (2015) and further bookings for 2016.
As a destination, Abu Dhabi has it all, from the vast St. Regis meeting space, to a full range of world-class hotels, shopping, golf and leisure centres. The Abu Dhabi Suite connects its Two-Nation Towers via Sky Bridge at a dizzying height of 200 metres. Saadiyat Beach offers the perfect leisure and beach facilities for delegates from sun-starved Northern climes. Al Maryah Island is the next five-star facility to be developed for this market place, to be completed in 2017.
What matters is clear communication and broadcasting. The crowds won’t come unless they know about the marvellous experiences on offer. Kwintessential assists in promoting the benefits to corporations and organisations of combining work and rest, to make a memorable experience for delegates, and to encourage repeat business. This is a particular skill, which demands detailed understanding of local and visiting cultures, and how to manage the synergy between the two. Kwintessential takes a multi-cultural approach, employing expertise from all over the world to inform its understanding of their clients’ needs and to meet the stated objectives. So far, it’s proving a good formula for success.
