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