Complex Made Simple

IMG Worlds of Adventure announces new strategic partners

The appointment of Bell Pottinger, Impact BBDO, Havas Worldwide and Ninth Space follows a round of intensive pitching by international agencies to fill a variety of briefs.

IMG Worlds of Adventure the world’s largest indoor theme park announces the appointment of four strategic partner agencies to assist the company in expanding its marketing and communications.

With the business intensifying its commercial activities in the run-up to the opening of IMG Worlds of Adventure, it has brought in external expertise to complement its marketing and communications functions to deliver world-class standards.

The appointment of Bell Pottinger, Impact BBDO, Havas Worldwide and Ninth Space follows a round of intensive pitching by international agencies to fill a variety of briefs. The public relations, advertising, social media and branding remits awarded to the agencies will support IMG Worlds of Adventure to meet an ambitious programme to build the brand globally.

IMG Worlds of Adventure is 1.5 million square feet and will feature four zones, comprising MARVEL, Cartoon Network, Lost Valley – Dinosaur Adventure and IMG Boulevard. In addition, there will be a state-of-the-art 12 screen Novo Cinema multiplex which will include a cutting edge IMAX screen and 2 VIP theatres. The park will also host a number of world firsts, with a series of five star rides and attractions set to be announced in the coming months.

Following the appointments, Lennard Otto, General Manager,IMG Worlds of Adventure, commented, “I am confident that,with these agencies, we will be in line with our goal to become one of the world’s top leisure and entertainment destinations and we will continue to partner with these and other leading consultants, vendors, and agencies to bring our vision to life.The combined expertise of Bell Pottinger, Havas Worldwide, Impact BBDO and Ninth Space will help to ensure that IMG Worlds of Adventure opens to widespread enthusiasm and interest, not only here in the region, but also internationally.”

Tim Wilkinson, Bell Pottinger Middle East Chairman, said “We are delighted to have been chosen for this exciting project. IMG Worlds of Adventure will be a world’s first, pioneering a whole new entertainment sector in the Middle East. The plans for IMG Worlds of Adventure demonstrate the incredible innovation of the team behind the park and the vision of Mr. Ilyas Galadari and Mr. Mustafa Galadari. We look forward to working closely with Lennard and his team in delivering an exceptional communications and public relations programme on their behalf.”

Mohammed Ajawi, Client Services Director, Havas Worldwide, said, “The launch of IMG Worlds of Adventure provides a number of opportunities that will demonstrate our creativity online and we are honoured to have been chosen to be work with such aninnovative business. MARVEL and Cartoon Network are two of the world’s best-known entertainment brands with large fan bases that we can connect with through social media. The next few months are going to be a great deal of fun for the team involved.”

Habib Beaini, Managing Director, Ninth Space, added “It is truly exciting to have been chosen to work on this project. Our focus was twofold; first, we established the brand identity and positioning for IMG Theme Park L.L.C. as a world class developer, operator and preferred partner in the theme park sector. Secondly, our priority wasto articulate how the brand comes to life in Dubai and across the region. In doing so, we ensure stakeholder resonance, alignment and credibility, as well as providing the linguistic and branding toolkits for our partner agencies in order for them to communicate effectively and creatively to the market. We believe that IMG Worlds of Adventure has the vision, operational expertise and the will to become a global force in the theme park sector and we are both humbled and proud to be a part of this story.”

From Impact BBDO, Colin Farmer, General Manager, commented,“We are already in the process of developing a number of campaigns that will creatively showcase the attractions for an epic experience at IMG Worlds of Adventure. We were extremely excited by the opportunity to help launch what will be an iconic Dubai brand. As we learn more about plans for the roll-out, it is clear that there are a huge number of thrilling stories that we can tell. We look forward to bringing all these to life.”