Celebrity Overview
Celebrity Process
Celebrity Ambassadors
Contracted Event Celebrities
Hosted Celebrities
Main Events
Testimonials
WHY DO WE WORK
Celebrity endorsements in both traditional and digital advertising build credibility with a familiar face and broaden a brand’s reach to affect a larger consumer base.
• Reach wider audiences
• Address misconceptions
• Leverage celebrities’ trust with their fan base
• Drive awareness/consideration to the destination
• Star power within destination campaigns
• Provide direct exposure to the experiences
• Create buzz and ambiance to locations
TIERING OF CELEBRITIES
REGIONAL
OPPORTUNISTIC / FOC
Most famous and influential in the entertainment industry.
Top billing in movies, TV shows, music performances.
Frequently in major media outlets. At the top of their profession and have a substantial impact on popular culture.
Highly respected and successful, considered to be at the top of their industries. These individuals have achieved significant recognition and acclaim , often earning top awards and accolades.
Celebrities who have regional fame within their home country but aren't as widely recognized or influential globally
Celebrities or VIPs we have proactively engaged with to provide destination exposure in exchange for a trip to Abu Dhabi at no contractual costs
Large scale reach with social and media influence with wide audience groups
Robert Downey Jr 58M follower
CELEBRITY AMBASSADOR HOSTED CELEBRITIES
CELEBRITY EVALUATION FOR EVENTS
TALENT FEE:
Evaluate the talent fee in relation to their profile or tier
PR VALUE:
Use Sprinklr to assess the talent’s PR value over the past 365 days, ensuring alignment with campaign objectives
CELEBRITY NET WORTH:
Use celebritynetworth.com to determine the level of talents’ net worth
DELIVERABLE VALUE:
Apply the number of committed social posts into Campaygn software to forecast expected impressions and earned media value (EMV)
REPUTATIONAL RISKS:
Assess whether talent have risky brand associations and do they present a risk to DCT brand reputation in any way?
ROI:
Evaluate cost vs earned media value
CELEBRITY MANAGEMENT PROCESS
Clear outreaching, evaluating, contracting, reporting processes to avoid pitfalls in any talent management visiting the destination
Campaign brief
Establish a clear brief that captures objectives and target audiences
2
Identify celebrities
Identify the right talents per market/segment based on a set of criteria
7 3 6
Outreach talents
Share the brief to talents directly or via their agents
4
Vet interests & contract
Check interests and timelines, negotiate rates/deliverables and develop contracts
Real time reporting
Collect the assets and have access to real time reports on the content the influencer is publishing to calculate ROI
On ground support
Support the talent once arriving to ensure itinerary is followed and gauge creatively the content
Logistics, Bookings
Arrange all the logistics of the travel (flights, accommodation, transportation, attractions) for their talents and their invitees
5
Build itineraries
Coordinate with stakeholders, build tailored itineraries to match the talent’s and their follower’s interests and include the USPs that we want to cover
CALCULATING CELEBRITY ROI
Multiple tools/platforms are used to vet celebrity profiles, calculate ROI and track real-time performance
REACH
No. of people who will see the content
EMV Value of post vs paid media
PR Value
Earned media value generated by celebrity in destination
2024 CELEBRITY
STELLAR RESULTS
Actual Results
943
Celebrities
+29% vs planned
10K Publications
+32% vs planned
6.8B
Impressions
+11% vs planned
TOP PERFORMING MOMENTS OF THE YEAR
28.3M IMPRESSIONS 23M IMPRESSIONS 18.4M IMPRESSIONS
Shraddah Kapoor at Abu Dhabi Grand Prix F1 2024
Ronaldinho alongside Thierry Henry and Gerard Piqué Tier at NBA Abu Dhabi Games 2024
Disha Patani at Abu Dhabi Grand Prix F1 2024
AMBASSADORS
Celebrity Ambassador Results
9 Contracted Celebrities 6.8B Impressions
10K Social Media Publications
CHRIS
Hemsworth Pataki
Global Ambassadors
Global Campaign
65.2M Followers
5 PUBLICATIONS
63.5M IMPRESSIONS
2.9M INTERACTIONS
$3.2M EMV
Chinese Ambassador Summer Campaign
75.1M Followers
10 PUBLICATIONS
999.6M INTERACTIONS
4.6M IMPRESSIONS
$875.9M EMV
LIU
Yifei
RANVEER
Singh
India Ambassador Summer Campaign
65.2M Followers
10 PUBLICATIONS
3.1M INTERACTIONS
101.7M IMPRESSIONS
$3.8M EMV
UAE Ambassador
Abu Dhabi Calendar
230K Followers
66 PUBLICATIONS
47.4M INTERACTIONS
30.5M IMPRESSIONS
$364.9K EMV
Al Jasmi
Al Onan
6 PUBLICATIONS
$102.6K EMV GCC Ambassador Summer Campaign 323K Followers
6.9M IMPRESSIONS
31.6K INTERACTIONS
GCC Ambassador Summer Campaign
550K Followers
3 PUBLICATIONS
1.6K INTERACTIONS
661.7K IMPRESSIONS
$8.3K EMV
DAWOOD Hussein
Harvey
Abu Dhabi Calendar Ambassador
Abu Dhabi Calendar
26.2M Followers
88 PUBLICATIONS
276.6K INTERACTIONS
297.9M IMPRESSIONS
$3.9M EMV
Street Food Shaq Street Food Campaign
48.5M Followers
4 PUBLICATIONS
81.6K INTERACTIONS
25.1M IMPRESSIONS
$550.6K EMV
SHAQUILLE O’Neal
CONTRACTED EVENT
Contracted Event Celebrity Results
51 Contracted Celebrities
2.5B Impressions
777 Publications +29% vs planned +32% vs planned +11% vs planned
SHRADDHA Kapoor
94M Followers
Abu Dhabi Grand Prix F1 2024
17 Publications
329M Impressions
3M Interactions
$6M EMV
RONALDINHO
DISHA Patani
77M Followers
NBA Abu Dhabi Games 2024
35 Publications
544M Impressions
636K Interactions
$6.3M EMV
62M Followers
Abu Dhabi Grand Prix F1 2024
14 Publications
180M Impressions
1.1M Interactions
$3M EMV
GARETH Bale
TAMER Hosny
53M Followers
Opportunistic with Miral
4 Publications
48M Impressions
404K Interactions
$970K EMV
45M Followers
Abu Dhabi Grand Prix F1 2024
6 Publications
45M Impressions
38K Interactions
$617K EMV
NANCY Ajram
JASON Statham
44M Followers
Abu Dhabi Grand Prix F1 2024
20 Publications
153M Impressions
544K Interactions
$2.6M EMV
43M Followers
Abu Dhabi Grand Prix F1 2024
4 Publications
48M Impressions
404K Interactions
$970K EMV
ROHIT Sharma
MOUNI Roy
42M Followers
NBA Abu Dhabi Games 2024
6 Publications
55M Impressions
4.3M Interactions
$4M EMV
34M Followers
Abu Dhabi Grand Prix F1 2024
6 Publications
41.2M Impressions
338K Interactions
$894K EMV
VIVEK & DIVYANKA
LUCY
Hale
28M Followers
Opportunistic
6 Publications
18M Impressions
159K Interactions
$317K EMV
24M Followers
NBA Abu Dhabi Games 2024
20 Publications
98M Impressions
177K Interactions
$1.2M EMV
IZABEL Goulart
YASMINE Sabri
24M Followers
NBA Abu Dhabi Games 2024
41 Publications
38M Impressions
145K Interactions
$539K EMV
22.7M Followers
Abu Dhabi Grand Prix F1 2024
20 Publications
116M Impressions
2.2M Interactions
$3M EMV
GERARD Pique
IKER Casillas
22.1M Followers
NBA Abu Dhabi Games 2024
8 Publications
38M Impressions
348K Interactions
$723K EMV
20.7M Followers
NBA Abu Dhabi Games 2024
13 Publications
62M Impressions
1.6M Interactions
$2.2M EMV
ROBERTO Carlos
ADRIANA Lima
20.7M Followers
NBA Abu Dhabi Games 2024
6 Publications
13M Impressions
144K Interactions
$273K EMV
19.8M Followers
Abu Dhabi Grand Prix F1 2024
8 Publications
34M Impressions
759K Interactions
$991K EMV
AYUSHMANN Khurran
18M Followers
Saadiyat Cultural District
2 Publications
7.2M Impressions
0 Interactions
$74K EMV
BROOKLYN Beckham & NICOLA Peltz
16M Followers
Abu Dhabi Grand Prix F1 2024
19 Publications
64M Impressions
121K Interactions
$800K EMV
FAHRIYE EVCEN Özçivit
SHAWN Dou
14M Followers
Abu Dhabi Grand Prix F1 2024
3 Publications
11M Impressions
812K Interactions
$831K EMV
14M Followers
Abu Dhabi Grand Prix F1 2024
4 Publications
5.5M Impressions
45K Interactions
$143K EMV
VIOLA Davis
NOUR Arida
12.3M Followers
Abu Dhabi Grand Prix F1 2024
19 Publications
46M Impressions
12K Interactions
$518K EMV
11M Followers
Vilebrequin Launch + NBA Abu Dhabi Games 2024
10 Publications
25M Impressions
281K Interactions
$538K EMV
RIO & KATE Ferdinand
ROMEE Stridj
8.3M Followers
Leisure Trip
21 Publications
17M Impressions
150K Interactions
$321K EMV
8M Followers
Vilebriquin Launch + UFC 308
17 Publications
29M Impressions
73K Interactions
$411K EMV
BURAK Özçivit
LUIS Figo
7M Followers
Abu Dhabi Grand Prix F1 2024
10 Publications
55M Impressions
1.4M Interactions
$1.8M EMV
5M Followers
NBA Abu Dhabi Games 2024
18 Publications
20M Impressions
442K Interactions
$608K EMV
BASTA
LAURINDA
5M Followers
Abu Dhabi Grand Prix F1 2024
13 Publications
12.3M Impressions
235K Interactions
$330K EMV
5M Followers
Abu Dhabi Grand Prix F1 2024
4 Publications
4.8M Impressions
94K Interactions
$166K EMV
MARIA Sharapova
MONA El Shazly
4.2M Followers
Saadiyat Cultural District + Leisure
25 Publications
24M Impressions
83K Interactions
$343K EMV
4.2M Followers
Saadiyat Cultural District + Leisure
8 Publications
8M Impressions
16K Interactions
$133K EMV
HUDA Kattan
SHEJOUN
4.2M Followers
EID Campaign + Leisure Trip
11 Publications
15M Impressions
236K Interactions
$348K EMV
4M Followers
Abu Dhabi Grand Prix F1 2024
69 Publications
67M Impressions
170K Interactions
$964K EMV
ESTHER Yu
SHANINA Shaik
3.7M Followers
Abu Dhabi Grand Prix F1 2024
11 Publications
97M Impressions
2.2M Interactions
$3.7M EMV
3.4M Followers
Vilbrequin Launch
5 Publications
3.2M Impressions
1.3K Interactions
$45K EMV
THIERRY
2.8M Followers
NBA Abu Dhabi Games 2024
11 Publications
35M Impressions
1.5M Interactions
$1.6M EMV
LUCIEN Laviscount
2.7M Followers
Abu Dhabi Grand Prix F1 2024
11 Publications
6.3M Impressions
770K Interactions
$677K EMV
EMMA Raducanu
2.6M Followers
Leisure Trip
7 Publications
5.4M Impressions
161K Interactions
$196K EMV
IRENA Ponaroshku
2.3M Followers
NBA Abu Dhabi Games 2024
58 Publications
28M Impressions
134K Interactions
$413K EMV
WILL.I.AM
UMA Thurman
1.6M Followers
Saadiyat Cultural District + NBA
2 Publications
1.9M Impressions
4.8K Interactions
$29K EMV
1.5M Followers
Abu Dhabi Grand Prix F1 2024
4 Publications
1.5M Impressions
88.9K Interactions
$93.3K EMV
YULIA Peresild
KEN Watanabe
1.2M Followers
NBA Abu Dhabi Games 2024
22 Publications
5M Impressions
7K Interactions
$66K EMV
68K Followers
Abu Dhabi Grand Prix F1 2024
11 Publications
226K Impressions
17.2K Interactions
$16.4K EMV
IDRIS Elba
6.7M Followers
Saadiyat Cultural District
N/A Publications
N/A Impressions
N/A Interactions
N/A EMV
TIMOFEY Kolesnikov
53M Followers
Saadiyat Cultural District
N/A Publications
N/A Impressions
N/A Interactions
N/A EMV
HOSTED
Hosted
Celebrities Result
661 Celebrities Hosted
9013 Publications
3.5B Impressions
Open Fire Food Festival
Taste of Abu Dhabi
Abu Dhabi
Grand Prix
How history has been made in Abu Dhabi
BEYOND THE DESTINATION
80 DCT hosts +40 stakeholders supported 225 kandooras & abayas gifted +100 whatsapp groups
110 cars +750 gifts
67 security
45 leadership meetings scheduled
Testimonials
"A huge Thank you for everything. My family and I are departing Abu Dhabi this morning, and we are all so appreciative of all the work you all put into making our trip such a wonderful experience...."
Marc
Randolph
Former CEO of Netflix
"Thank you so much again...thanks again from me and my parents!”
Lucien Laviscount Actor
"Viola had an amazing day. We appreciate all of your efforts. And the amazing hospitality you have shown us all. We cannot wait to come back!”
Viola Davis US Actor
"Thank you all for an incredible time!! Everyone is super happy!”
Giess Family German Celebrity Family
"Thank you all so much for the incredible hospitality. We had an amazing time & I can’t wait to be back. Thank you for taking such great care of us !!”
Lucy Hale US Actress
"You guys are really lovely, the gifts are so cute! Was nice seeing everyone!”
Ikay & Sara Gundogan Turkish Footballer
"Thank you to every one of you for an amazing experience! Michael said it’s the best trip he has ever had and wants to come back asap, you all played a critical role in his experience, and I am very thankful for making it so seamless.”
Michael Rainey Jr US Actor
"Abu Dhabi, what a trip, I had so much fun, Shukran!”
Thierry Henry French Former Footballer
THE POWER OF COLLABORATION
STAKEHOLDER SUPPORT
Department of Culture and Tourism Abu Dhabi