The Gold & Jewellery Group reveals new communication strategy for DSF 2002

The conference also saw the Group confer the laurel of Agency of Record to Caspian International. Key members, Tawfique Abdullah, Chairman, Gold & Jewellery Group; Chandra Prakash Siroya, Vice Chairman, Gold & Jewellery Group; Chetan Karani, Hon. Treasurer, Gold & Jewellery Group; and Mark Carassi President and Creative Director, Caspian International, convened for the conference at Caspian's Dubai offices on Sheikh Zayed Road.

The Gold & Jewellery Group was formed in 1995, under the aegis of the Department of Economic Development, with a view to establish and perpetuate Dubai as the premiere City of Gold in the world. Since the inception of the Dubai Shopping Festival in 1996, the Group has been a key sponsor of the event, which entitles the Group to carry out its own promotion during the Festival. The 'Dubai - City of Gold' promotion has been an extremely successful venture for the Group over the past years.

This year, with an aim to infuse new life into their already existing campaign framework, the Group decided to re-pitch the account. With Caspian International at the helm of its new communications strategy, the Group is seeking to promote gold outlets as the primary point of purchase and gold itself as the primary article of purchase during the Dubai Shopping Festival 2002. The concept of 'Gold first, everything follows,' emphasizes the Gold & Jewellery Group's strategic approach to developing the gold industry in Dubai.

In keeping with its strategy, the Group undertakes to provide a number of services to its members in the form of training programs. These programs are organized with an eye on training members in all aspects of the trade, from technical know-how through to management skills. Technical know-how and skill-related sessions are offered in conjunction with prestigious institutions such as the International Gemological Institute and the High Council in Antwerp. As part of management skills training, members receive instruction in leadership skills, motivation, team building, front-end management and customer services. Information sessions are also a regular feature. The training received has reflected well on the reputation of Dubai's gold market in the region.