The contracts are in the final stage of negotiation.
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.
About- The Dubai International Film Festival
In 2004, a new festival joined the ranks of the world’s international film festivals. Using the powerful medium of film to serve as a platform for inter-cultural dialogue and an instrument of global understanding, the Dubai International Film Festival (DIFF) launched with its theme of ‘Bridging Cultures. Meeting Minds.’
Going into its third year, the DIFF is held under the patronage of His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President and Prime Minister and Ruler of Dubai, and under the Chairmanship of His Highness Sheikh Ahmed bin Saeed Al Maktoum. The DIFF is a not-for-profit cultural event, presented and organized by the Dubai Technology and Media Free Zone Authority.
DIFF showcases a wide selection of features, shorts and documentaries, from around the world, reflecting Dubai’s cosmopolitan and multi-cultural character. The festival further seeks to celebrate excellence in Arab and world cinema by screening a repertoire of critically acclaimed and award winning films.
Located at the crossroads of East and West, and one of the world’s fastest growing business and tourist destinations, Dubai provides an ideal meeting point for industry friends and colleagues from around the globe. The array of panel discussions at DIFF instigates a healthy exchange of ideas among a group of progressive film industry professionals, and the networking initiatives hosted by DIFF provide a conducive setting for conducting business.
In both its previous editions, the festival has attracted the attendance of prominent industry figures, including filmmakers and talent from as many as 46 different countries. Several past DIFF guests are currently scouting locations in Dubai for their new film projects.
Last year, DIFF took place from December 11 to 17, against the magnificent backdrop of the Madinat Jumeirah Arabian Resort. The festival’s registration figures increased dramatically and the audience grew from approximately 18,000 in 2004 to over 30,000 in 2005. The 2005 festival showcased 98 films from 46 different countries, which included 22 Gulf premieres, 38 Middle East premieres, 7 International premieres and 6 World premieres.
The third edition of DIFF will take place in early December, 2006. For information on this year’s festival, including details on film submission, media and industry accreditation, and other new developments, please visit the website dubaifilmfest.com during the year.
For further information, please contact:
Majid Wasi, Account Manager Jiwin
T: +971 4 361 3333 / F: +971 4 368 8001 - E: majid.wasi[.]jiwin.ae.
Marketing and Communications Manager
Dubai International Film Festival
T: +971 4 391 3378 / Direct: +971 4 391 4548 / Fax: +971 4 391 4589