The Dubai government has appointed Start Creative to handle a global campaign to promote the £1.1bn Dubai World Trade Centre.
The agency won the business following a pitch against ten undisclosed agencies. It replaces incumbent Saatchi & Saatchi and WPP Group-owned agency Fitch, which was providing consultancy services to the Government.
The appointment is part of a move by the Government to consolidate the conference centre’s marketing and communications strategy. It has briefed Start to create a campaign that will promote Dubai as the world’s leading destination for all major exhibitions, conferences and events.
The agency has been working with the trade centre on a project basis throughout 2008, and will now work with local communications company Siren Consulting to create the new strategy.
The Dubai World Trade Centre complex comprises the original tower built in 1978, eight exhibition halls, the Dubai International Convention Centre and residential apartments. An additional venue – Dubai Exhibition World – will be the Middle East’s largest conference venue when the first phase opens in mid-2009.
As a result of the win, Start says it is opening an office in Dubai to focus on its Middle Eastern clients.