the story
Following the success of the first FinTech Abu Dhabi Summit in 2017, markettiers were invited back for round two. We worked with Abu Dhabi Global Market (ADGM) for the second year running to generate maximum buzz.
the challenge
We were tasked with delivering an integrated communications strategy to hit three main goals. Firstly, we would build on the success of the debut event. Secondly, we would showcase ADGM as the FinTech hub in the MENA region. And thirdly, we would promote the expo’s content – a fantastic mix of experts, speakers, sessions and workshops.
The event included a BootCamp for start-ups, an Innovation Adoption Challenge, Demos, a Regulatory Roundtable and keynote talks by regional and international leaders in FinTech.
the answer
- PR & Communications
We delivered a targeted strategy across broadcast and traditional PR to ensure maximum engagement with relevant media. In the end, over 1,000 people attended the two-day event. And among those were 72 journalists representing over 20 media outlets.
- Media Partnerships and Social Media
As well as handling all media partnerships, markettiers ensured social media was alive and kicking throughout. Across the two-day event, ADGM’s event channels lit up with multimedia activity:
https://twitter.com/FinTechAD and https://www.instagram.com/fintechad/
- Production – Video and Photography
Throughout the expo, the markettiers production team was on-hand. Not only did they cover photography and video updates for social media, they rapidly produced a video news release, alongside B-roll footage, and delivered it to the press. Working overnight, the team also produced and delivered a highlights reel on social media. Check it out here: https://www.youtube.com/watch?v=d8gHZMPMHRo
the successes
We secured coverage with heavyweight local and regional press as well as international media outlets. To name a few, the event featured in WAM, The National, Gulf News, Saudi Gazette, Al Ittihad, Al Bayan, Al Watan, Fintech Finance, Forbes Middle East, CNBC, Bloomberg, Abu Dhabi TV, Al Dafra TV, Entrepreneur Middle East, Wamda, Fintech News Middle East, Startup Scene Middle East and Reuters.
Complementing that, we also generated serious social media engagement. As well as producing 150 posts during the event, #FinTech was a top trending hashtag.