Pedal to Metal as Middle East Event Award shortlist is announces
Individuals, organisations and companies from across the region’s event industry came together recently as the shortlist for the upcoming Middle East EVENT Awards was announced.
The judges received a record number of entries this year, with the winners being officially revealed at a black-tie ceremony at the JW Marriott Marquis Hotel Dubai, on May 21.
The automotive industry has clearly been busy launching new models in the region, as the shortlist included a large number of innovative ‘reveal’ events for some of the world’s leading brands such as Bentley, MINI, Toyota, Range Rover, Ford, Mercedes and Jaguar.
The ‘Best Corporate Product or Service Launch’ category was largely dominated by new model launch events, taking up three of the four shortlisted slots. Event organisers Blink Experience launched the 2014 Corolla to market by building a temporary structured 4D flying experience, which seated 60 people at a time, taking guests through the history of Corolla from 1966 up to 2014.
MINI and Bentley were also nominated in the same category. SALT & PEPPER Events organised the Dubai chapter of a global, simultaneous, launch for the new MINI Hatchback, incorporating a unique driving experience in an abandoned airfield in Nad Al Sheba. SiO2 Events were responsible for the regional launch of the new Bentley Flying Spur, where fully augmented reality invitations allowed recipients to use a specially created, brushed aluminum, invitation to control a video linked to a custom created microsite. This video used the camera of a laptop or smartphone to trigger a teaser video on the card itself.
“The companies shortlisted for the awards have shown exemplary levels of achievement in areas such as technical design, lighting, operational innovation, commitment to quality and development of human resources,” said Richard Brook, Exhibition Director of The Middle East Event Show, the award organisers. “The awards are our way of giving back to the industry, and we received a record amount of submissions this year for the 20 categories, each designed to showcase the diversity and excellence of the events and suppliers operating in the Middle East’s event industry,” added Brook.
A new category added this year is ‘Outstanding Brand Activation’, designed to recognise an outstanding brand activation event that created effective touchpoints between company and consumers. Detour Event Management were among the nominees for their Mercedes Benz Detour event, a challenge based driving experience where participants were required to drive to six different pit stop locations using supplied navigations, then complete a set challenge as quickly as possible before moving on to the next. The winning team received a brand new Mercades GLK.
Behind the Scenes, a Jordanian based Eventology company, were responsible for the Range Rover Sport and Jaguar F-Type reveal event in Amman Jordan earlier this year. As one of the nominations making up the ‘Best Event on a Budget’ category, a Range Rover Sport was elevated 30 metres above a showroom for 10 days leading up the event, with a LED timer attached to the container counting down to launch day where both models were showcased to the public for the first time.
Other categories include Best Arts & Cultural Event, Best Entertainment Production, Best Event Design, Best Events Venue, Best Exhibition, Best Festival Best Music Event, Supplier of the Year and Employer of the Year.
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