Tourism Development & Investment Co. - TDICHead of Communications
Jul. 2008 - Sep. 2016United Arab Emirates• Managed every aspect of the launch of a number of landmark destinations from inception to completion, including set-up, supervision, and management branding, participation in trade shows, public relations programs. Landmarks such as Saadiyat Island – a multi-facet destination that encompasses cultural, residential, tourism, leisure and educational institutions such as– Eastern Mangroves, Louvre Abu Dhabi Museum, Westin Abu Dhabi Golf Resort & Spa and Sir Bani Yas Island, the regions’ first nature and wildlife reserve and more.
• Created strategic partnerships with stakeholders locally - including government entities such as the tourism board, the Abu Dhabi Film Commission plus travel and trade partners, airlines and overseas tourism board representatives.
• Introduced a digital comms and social media strategy which resulted in a database of more than 200,000 followers.
• Devised and implemented a five-year strategic Marcom strategy to launch the Louvre Abu Dhabi which included VIP and dignitaries’ tours, crisis management, the production of a book and other high impact marketing initiatives. • Led a major program from inception to launch for a number of prestigious residential developments in the UAE including Saadiyat Beach Villas, Saadiyat Beach Residences and Mamsha Al Saadiyat. • Initiated strategic alliances with major local, regional and international media organizations which resulted in significant positive media coverage of TDIC projects worth more than 50 Million dirhams of media space value. • Played a pivotal role in managing crisis communications as a result of concerns raised by NGOs about human rights. • Engaged with local authorities and with international partners to establish a clear narrative and managed communications with key partners including the Louvre, Guggenheim, British Museums others) to counter negative coverage in the media.