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Hat-Trick for Al Aqah at DEPA Middle East Awards 2006
Le Meridien Al Aqah scored a superb hat-trick, scooping the `Hotel Advertising Campaign of the Year` award for the 3rd consecutive year at the DEPA Middle East Awards, it was announced recently.

The resort beat some stiff competition, winning the prestigious award for its stimulating and eye-catching summer advertising campaign, `Chill out at Al Aqah`, which was aimed at residents of the UAE, inviting them to beat the heat and head to the East Coast getaway.

To win once is exciting, to win twice is humbling but to win three times in a row is just an unimaginable thrill. To be continually recognized for our efforts by such an esteemed panel of judges, assures us that we are on the right track to establishing Al Aqah as the region`s ideal tourist destination, said Mr. Patrick Antaki, General Manager, Le Meridien Al Aqah.

Launched in the summer of 2005, `Chill out at Al Aqah` was strategically released through mediums such as radio, direct mailers and select print advertising ensuring maximum exposure which generated spectacular occupancy rates during weekdays, a period which had a lean forecast.

Chill out at Al Aqah was a cleverly orchestrated campaign that helped avert a lean forecast. In addition to creating immediate results that positively impacted the bottom line, it also had significant long-term impact - reinforcing the resort`s recreational assets among UAE residents, added Antaki.

Since the summer of 2005, we have seen a moderate increase in diving and snorkeling activity as compared to the same period last year suggesting that there has been a correlating positive effect. Armed with this data, we are enthusiastic about creating another innovative and imaginative summer campaign in 2006 to fuel additional growth opportunities, he concluded. Rania Deimezi - Friday, May 12, 2006