Providing the energy for GE event in Dubai

With the Middle East region identified as being in a unique position to become global leaders in energy efficiency, GE recognised the commercial opportunity in aligning itself with a thought provoking event promoting an energy efficiency ethic. Together with Prince Albert II of Monaco Foundation it launched the Emirates Energy Efficiency Summit.

As GE’s lead agency for EMEA, CIB was tasked with the event management and promotion of the Emirates Energy Efficiency Summit to deliver an event on the 3rd and 4th February 2016.

Working with GE and the Prince Albert II Foundation, we developed the event theme and content schedule, approached and briefed 15 guest speakers and worked with the local PR agency to provide content to feed a programme of PR activity to generate interest from the press. Alongside this, we created a programme of social media activity to drive recruitment and developed collateral for the delegate pack, including the event overview and agenda in both English and Arabic.

TV presenter Shereen Mitwalli was the event host and she also conducted interviews with the speakers throughout the two days for use on GE and Prince Albert II Monaco Foundation’s social media channels.

With the education of future generations crucial to delivering an energy efficiency agenda, a key objective was to also engage with the university’s students. A competition to design the event logo was run – and the winning design by Mohammad Shabanpoor also formed part of the pre-event publicity.

The event attracted 72 delegates with 13 different media outlets attending and 85 pieces of coverage were achieved, including three TV reports. Most importantly, the GE sales team secured a number of senior level executive appointments as a direct result of the event.