Asda'a and Lowe star for Dubai International Film Festival

Organisers of the Dubai International Film Festival have awarded its communication and marketing account to PR consultancy Asda’a and ad agency Lowe for the second year running, Campaign Middle East can reveal. Flip Media has also been hired to bolster the event’s online presence.

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By  Tim Addington Published  September 8, 2005

Organisers of the Dubai International Film Festival have awarded its communication and marketing account to PR consultancy Asda’a and ad agency Lowe for the second year running, Campaign Middle East can reveal. Flip Media has also been hired to bolster the event’s online presence. Asda’a, which beat off competition from five other agencies, was criticised by sections of the media last year for its handling of the week long festival after photographers were refused access to the red carpet during the Bollywood/Hollywood gala evening. Some local and international photographers boycotted the event in protest. A team of Asda’a account handlers were given a half-day briefing by organisers of the festival last week. “While the bids submitted by a number of agencies were all of the highest quality, our decision to go with incumbent agencies Asda’a and Lowe is based on their understanding of the festival’s objectives and their track record,” said Shivani Pandya, DIFF executive director of festival operations. “With the addition of Flip Media, we will be aiming to achieve better results this year and increase the festival’s reach both regionally and globally.” Sunil John, managing director at Asda’a said: “We are very pleased to partner with DIFF for the second year running. Last year’s event attracted 13,000 people across six cinema venues, and showcased 76 films from 27 countries. A-list Hollywood stars such as Buffy the Vampire Slayer actress Sarah Michelle Gellar, and Morgan Freeman also attended the event. The second DIFF will run from December 11 to 17.

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