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Plan Ahead Events enters UAE, as event management industry grows at robust 25%

Dubai’s event management industry value crossed $ 45 million in first half of 2013.

DUBAI, UAE – Plan Ahead Events (PAE), a full-service event management company with over 100 offices worldwide and brand value of $ 1 billion, has set up presence in the UAE to serve the local and regional markets of GCC, Turkey and Lebanon.

True Ad, a leading end-to-end direct marketing solution company, which has been appointed to represent PAE in the Middle East, targets a 300 percent growth in three years and is confident that the agreement will boost the event management industry and direct marketing business in the region.

It is estimated that Dubai’s event management industry crossed $ 45 million in the first half of 2013 with an annual growth of over 25% through a bundle of services covering business, sports and entertainment activities taking place through the year.

The collaboration between Plan Ahead Events and True Ad will focus on measurability of ROI of events as this holds the key to greater maturity of the industry in the UAE and the wider region.

Tipton Shonkwiler, President of Plan Ahead Events (PAE) globally says: “We are excited about tapping the events management business in the UAE and the region. We will expand the international operations of the PAE across GCC, Lebanon and Turkey through our KSA and UAE offices leveraging the expertise of True Ad which has strong presence in Saudi Arabia, UAE, Qatar, Canada and USA.”

Shonkwiler adds: “The strong growth of the event management industry in the region can be attributed to the UAE’s position as an events and exhibitions hub not only for the Middle East but for the Africa region. The recovery of the real estate industry and the steady growth of the ICT, tourism and hospitality industries have played a key role in fueling the events management industry in the UAE, in addition to the growing trend among private and public enterprises to host occasion-based events for their internal and external stakeholders.”

Ghassan Chaker, CEO, True Ad points out: “We believe there should be a more effective approach to measure the ROI of events in terms of sales as a short term objective or as a branding exercise in the long run.”

Via this franchise agreement, PAE will offer events specifically tailored to the needs of local and regional clients in the Middle East, including direct and focused marketing solutions designed to create a better brand experience.

Chaker said Dubai has emerged as the undisputed leader in Meetings, Incentives, Conferences & Events (MICE) industry. “With its distinctive skyline and world-class infrastructure, Dubai now plays host to high-profile and high-impact events, enriched by its distinctive architecture and cosmopolitan lifestyle,” Chaker says.

“The significance of Dubai is that it offers the right ambience to manage a small offsite event for a limited number of employees or to organize a global flagship event with participants from all over the world and visitors in thousands,” Saleh Tabakh, General Manager, Plan Ahead Events, Middle East adds.

According to Chaker, PAE’s award-winning event management offering brings to the Middle East market true customer experience consultation apart from creating value for brands through events and retail activation.

The new partnership has succeeded so far in attracting the interest of international and local brands, such as Cadillac, Blackberry, Nissan, Chevrolet, DEWA, NTDE, DAMAC, and Flash Properties, among others.

PAE is the first home-based franchise in the corporate meetings and events industry. It provides full-service management and planning for meetings, conventions, trade shows, special events and incentive travel.

Photo caption: Ghassan Chaker, CEO, True Ad.

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Tatiana is the news coordinator for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). Her role includes monitoring the hundreds of news sources of TravelDailyNews Media Network and skimming the most important according to our strategy.

She holds a Bachelor's degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.

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