Emirates Neon in unprecedented AED 25.5 million deal with Skycruise for revolutionary airship advertising initiative

The deal, announced in a press conference held in Dubai today, is expected to last for a minimum of 10 years and will see the debut of the new innovative indoors and outdoors Radio Control Blimps (RCB's), as well as the commissioning of a large passenger airships that will fly over the skies of Dubai, at a forthcoming date.

"We, at Emirates Neon, have been in the advertising and signage business since 1976 and simply put, in our professional estimation, this sort of grand scale initiative has never been attempted by anyone in the region before. The use of RCB's and the commissioning of large passenger airships is set to revolutionize the very way advertising is done throughout the Middle East."

"It is only apt, therefore, that forward looking companies, like Emirates Neon and Skycruise International, with their considerable tradition behind them, should be at the forefront of such unparalleled cutting-edge initiatives," said Mr. Rehan Merchant, Executive Director, Emirates Neon.

The first phase of the agreement will see the introduction of RCB's. This will be a superior indoor and outdoor air-branded product, renowned for its excellent mobility and its pervasive ability, more than any other advertising medium, to reach a greater expanse of audiences at any given time. Its considerable advertising potential will be felt mostly during festive months, where it is expected to fly over shoppers' heads, dropping advertising leaflets and an assortment of prizes.

Also, Emirates Neon, in association with various event organizing committees will broadcast various activities like for example, the DSF activities from the floating RCBs when they are flying over zones of intense population activities. Messages will be relayed to audiences through a state-of-the-art built-in camera and images will be screened on selected LED screens in strategic locations throughout Dubai.

"We expect the RCB's to be a very suitable brand-image building medium. They are likely to have the greatest impact in shopping malls, where there is the greatest amount of consumer activity. The RCB's will then be able to advertise directly to the inquisitive consumer, in a way most have never experienced."

"Also, we project that the RCB's will create an interesting attraction for the children, who will then encourage their parents to the very shopping malls, where they can actively participate within the promotional activities being conducted in the malls," said Mr. Mark Baker, Managing Director, Skycruise International.

But the usefulness of the RCB's is not solely confined to consumers. Supported by their built-in cameras and radio transmitters, the RCB's can project live to the minute footage which could be of great help to both radio stations and the police, providing them with the ability to monitor traffic and prepare police reports in a more cost-effective way.

The use of non-flammable inert helium and extremely resistant multi-layer laminate, ensures the highest level of safety. Each airship meets the rigorous requirements of FAA and CAA regulation standards.

The second phase of the agreement will witness the launch of the incredible Skycruise 600 Bravo Airship, a floating cruise ship, one of only five operational in the world. It has the capacity to carry thirteen passengers, plus two pilots and a hospitality crew member.

The much anticipated launch of the airship is expected during 2005, possibly in time for the popular Dubai Shopping Festival. The airship will provide passengers with spectacular aerial tours of Dubai. It is expected to be a resounding success with in bound tourists, corporate clients and the general public alike. It is the most innovative, spectacular and easily accessible methods of brand advertising and consumer awareness.

"During the recent Athens Olympic Games, the use of 2 skyship 600B airships was very successful. Its 'in-the-air' security capability provided a decided edge to the Athens Govt and viewing public, by providing a constant hovering presence over the skies of Greece and the Olympic Village."

"The airship being commissioned for Dubai is one of those used in Athens. It is 197ft long roughly the size of a current 747 Jumbo Jet. This airship will be able to carry its passengers to an incredible 500 meters above Dubai," added Mark Baker.

Both Emirates Neon and Skycruise International have attained initial approval for their RCB and Airship plans from the DTCM and Civil Aviation Department, paving the way for the phase by phase development of the agreement. Whilst Emirates Neon will take responsibility for the promotion of the new scheme, Skycruise International will be the product's sole operator and will also provide concept training.

"The two companies have chosen Dubai to launch this new inventive concept, due to the Emirate's known leadership as an acclaimed business hub for cutting-edge, innovative ideas and for its position as a shop-window for the entire Middle-East. Both Emirates Neon and Skycruise International are ready to build on the success of the Dubai venture, and are considering taking the new initiative to some twenty other markets in the Middle East," added Mr. Rehan Merchant.