Dubai’s first res­i­dent show, La Perle, ap­points Havas for all its comms

Campaign Middle East - - NEWS -

Fol­low­ing an in­tense agency pitch pe­riod, La Perle by Dragone has cho­sen the Havas creative shop in Dubai to han­dle all of its com­mu­ni­ca­tions for launch and be­yond. This will in­clude ad­ver­tis­ing, so­cial, dig­i­tal and PR.

La Perle by Dragone will mark a new era of en­ter­tain­ment in Dubai, says the agency. With its one-of-akind the­atre built in the heart of Al Habtoor City, La Perle will be the re­gion’s first res­i­dent show.

It will fea­ture a cast of 65 artists, each bring­ing their own unique set of skills to the per­for­mance, rang­ing from act­ing and acro­bats to aquatic and aerial stunts.

Open­ing this month, the show, pro­duced by cul­tural creative com­pany Dragone – it­self di­rected by leg­endary artis­tic di­rec­tor Franco Dragone – and brought to Dubai by Al Habtoor Group, is set to raise the bar for en­ter­tain­ment in the re­gion.

Head of mar­ket­ing of La Perle Andy Levey, who’s mas­ter­minded the launch of a num­ber of other live en­ter­tain­ment hits, re­marked on the ap­point­ment: “Havas pro­vided far and away the most in­no­va­tive and strate­gic ap­proach to La Perle.

“They were also able to iden­tify and in­tro­duce many unique part­ner­ships and op­por­tu­ni­ties. Their in­sight into the mar­ket and sec­tor, and their en­thu­si­asm gave the cam­paign the edge we were look­ing for. You only launch once so it has to be right.”

Ex­ec­u­tive creative di­rec­tor of Havas Mark Fid­des said: “There are few sec­tors as ex­cit­ing to work in as en­ter­tain­ment. So pro­mot­ing the launch of Dubai’s first res­i­dent show is a beau­ti­ful chal­lenge. La Perle is a bril­liant sym­bol for all the creative en­ergy in Dubai at the mo­ment. From a city of mar­vels, it’s even more spec­tac­u­lar than you would ex­pect. And our cam­paign is de­signed to build the myth around Franco’s vi­sion.”

Havas gen­eral man­ager Bron­son Smith­son added: “This is the first of a num­ber of high-pro­file suc­cesses in new busi­ness we’ll be talk­ing about over the com­ing months.

“The agency’s re­freshed lead­er­ship and fo­cus is prov­ing it­self in the highly com­pet­i­tive chal­lenges we are meet­ing and win­ning every week.”

Beau­ti­ful chal­lenge: La Perle will be Dubai’s first res­i­dent show

Newspapers in English

Newspapers from UAE

© PressReader. All rights reserved.