/ Challenge

To present Abu Dhabi Media and The National at the largest environmental summit in the region.

/ Execution

To create a breakout area within the event and allow people to enjoy time on our luxurious (custom made, pantone matched) sofas, freshly brewed coffee and snacks, ipad/wifi use and of course complimentary copies of The National. A crossword was developed for data capture and each correct completed version awarded the entrant with a year subscription to the paper.

/ Result

Overwhelming uptake for the breakout area , as no other company was catering to this demand as freely. Several hundred people got yearly subscriptions and The National extended their reach even further.