d'events brings Cartier polo tournament to Dubai for fourth year

The brainchild of Guards Polo Club in the UK, the event concept brings the Cartier heritage of polo tournaments from Windsor and St Moritz to the polo-inspired Desert Palm Resort & Spa in Dubai.

d'events is responsible for overall event planning, sponsor relations, international player schedule, on-site guest management and protocol.

The invitation only event is an exclusive fixture in the Dubai calendar, under the patronage of HRH Princess Haya Bint Al Hussein, wife of HH Sheikh Mohammed Bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE Ruler of Dubai, and has seen celebrity guests such as Monica Belucci, Olivier Martinez, Charlotte Rampling and Christian Laboutin attend.

Although the global economic downturn has resulted in marketing spend for many companies to be scrutinized, in the UAE there is still a role for luxury events.

'When budgets are tight, businesses will have to continuously measure and optimise their marketing plans. Brands have to look at the long term to retain their customer base by engaging with them and ensuring that they remain top of mind,'

said Lucy d'Abo, Managing Director of d'events.

Open to Cartier customers and sponsor guests only, Cartier will showcase one of its exclusive international collections on sale for the first time in the Middle East.

The event provides a platform for the customer to experience the product first hand, to build a long term relationship with the brand and to generate global public relations opportunities.

'We believe that events enable a company to deliver to their target audience various tangible brand communication and direct sales opportunities that advertising or promotions cannot provide. Although there is a significant cost involved, for premium brands it is essential to retain the brand's positioning and more importantly, unlike advertising, the ROI can be measured as it is the most targeted form of sales or marketing communications,' added Lucy d'Abo, Managing Director of d'events.