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Media planning and buying agency MindShare has retained the DIFF account for the second consecutive year.
There has been a considerable increase in public awareness and participation at the festival through advertising and publicity in previous years. Organizers say it is now important that the cultural objective of the festival be highlighted, to help foster audience involvement.
Commenting on the selection of Bates PanGulf, Shivani Pandya, DIFF Executive Director of Festival Operations said: "During the pitch, Bates Pan Gulf demonstrated its ability to effectively translate our core values into strong advertising, providing us with confidence in their ability to further assist us in our efforts."
The main advertising campaign for DIFF 2006 will break during the last quarter of the year. However, the festival will continue with other initiatives and activities as a run-up to the event in December.
Clark Williams, Executive Vice President, Bates PanGulf Group said:
"We are delighted to be partnering with DIFF, a prestigious film festival that is making its mark both internationally and locally. We are looking forward to developing effective communications for the festival, and further enhance its position on the global stage."
The appointment of JiWin, the public relations arm of Dubai Press Club, follows DIFF's strategic decision to reach out to an extensive media base in the UAE and the region and a large segment of filmgoers, industry professionals and media representatives.
"Through Jiwin's knowledge base and expertise, we hope to develop effective PR strategies aligned with other media projects like Dubai Studio City. Such strategic alignments will not only lend synergetic growth to DIFF, but further establish Dubai as a major hub for the film and media industry," said Pandya.
Mamoon S'beih, Managing Director, Jiwin said:
"We are proud of our association with DIFF, a festival that promotes excellence in Arab cinema. JiWIN will offer DIFF strategic counsel and communications services to raise its overall brand awareness. Our integrated network of affiliates will support DIFF with outreach that stretches across the region."
Media planning and buying agency MindShare presented a well-defined and detailed proposal on media strategies, which won the festival account for a second consecutive year.
Chareeka Jolly, Media Director, MindShare said: "We will continue to carry forward our relationship with the festival, and translate our core policy of reaching the people that count, not counting the people we reach."
DIFF 2006 will build upon the achievement of its first two editions and continue to promote films that stimulate reflection, debate and inter-cultural dialogue.
In 2005, more than 30,000 screening admissions were recorded at DIFF, a 60 percent increase over 2004. Attendance this year is expected to increase even further with wider participation from the Arab film making community.
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Anne-Birte Stensgaard, Senior News Editor
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