Saadiyat Nights: Abu Dhabi Under The Stars

DCT Abu Dhabi, Ethara, and Action Global Communications - UAE

Action Global Communications led the PR campaign for Saadiyat Nights, a three-month series of open-air concerts in Abu Dhabi featuring stars such as Mariah Carey, Andrea Bocelli and John Legend. The campaign successfully built brand recognition for this new event series, despite challenges including zero initial brand awareness, logistical concerns due to the venue’s location, and restrictive artist management policies.<br /><br />The strategy focused on promoting each concert to specific audiences while highlighting the event’s role in celebrating international and regional music and culture, The campaign included tailored mass communications, media invitations, and social and influencer engagement. For certain artists, unconventional methods were executed, such as leveraging private communications platforms.<br /><br />The campaign generated 900+ clippings, an estimated ad value of US$5m, and PR value of US$15.5m. The concerts sold out, demonstrating significant success and paving the way for future events, while promoting Abu Dhabi as a leading entertainment destination.