markettiers worked with the Sharjah Commerce and Tourism Development Authority to drive international coverage of the flagship event on their calendar of cultural events, the Sharjah Light Festival 2019.
As the perceived cultural hub of the United Arab Emirates, Sharjah runs a series of events every year celebrating art and design. Now in its 9th year, the Sharjah Light Festival draws entries from artists hailing from across the globe, vying to be the artist to light one of the emirates stunning landmarks. These include the Al Noor Mosque, American University of Sharjah, Municipality Hall and Khalid Lagoon. Despite the attention from the art community and strong regional coverage in the past, this year SCTDA wanted to tell the story of the emirate’s cultural credentials to the world as they prepared to welcome over 1 million visitors to the event.
We were therefore enlisted to secure international media coverage through a series of tactics including media invitations, as well as capturing video news release and B-Roll content for those unable to attend and shoot their own footage. Having covered the similar event, Lumiere London (http://markettiers.com/work/casestudy/lumiere-london) in recent years, we were well versed in the shots we needed to secure, and the soundbites to be captured with artists and senior SCTDA spokespeople.
We had a crew of three camera units on the ground from the afternoon of the launch date, positioned at locations across the Emirate in order to capture the launch show, attended by the Crown Prince of Sharjah Sultan bin Mohammed bin Sultan Al Qasimi, as well as the initial lighting of other key sites. Across the course of five hours we filmed at all the central locations of the event, accessing vital vantage points and ensuring the footage showcased all of the beautiful and impressive displays.
Editing overnight, we supplied content to international media by 9am UAE time (5am UK time).
The campaign secured standout success both regionally and internationally with coverage from Dubai to Hong Kong, Abu Dhabi to Croatia including Dubai One’s Emirates News programme, and UNILAD Adventure Facebook page, amongst many others. Media who attended the event included Travel magazine, who travelled from Nice to attend the event and cover it to their 2.7m Twitter following, as well as Reuters and AFP. Following our initial distribution via Reuters and AP, the latter two media owners attended the event halfway through its 11 day duration, delivering a second “bite of the cherry” in terms of our footage reaching international media across their wires.
Video Content: https://vimeo.com/315847738