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Fri 28 Aug 2015 09:02 AM

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Dubai theme park hires partners for global brand roll-out

IMG Worlds of Adventure appoints Bell Pottinger, Impact BBDO, Havas Worldwide and Ninth Space

Dubai theme park hires partners for global brand roll-out
Ilyas & Mustafa Galadari Group have announced the next partnership for the IMG Theme Park, called ‘The Lost Valley’

IMG Worlds of Adventure, the world’s largest indoor theme park which is set to be completed in Dubai later this year, has announced the appointment of four partner agencies to assist the company in expanding its brand worldwide.

With the business intensifying its commercial activities in the run-up to the opening of IMG Worlds of Adventure, it has brought in external expertise to complement its marketing and communications functions.

The appointment of Bell Pottinger, Impact BBDO, Havas Worldwide and Ninth Space follows a round of intensive pitching by international agencies to fill a variety of briefs.

The public relations, advertising, social media and branding remits awarded to the agencies will support IMG Worlds of Adventure to meet an ambitious programme to build the brand globally, a statement said.

Set to welcome more than 20,000 visitors per day, IMG Worlds of Adventure is 1.5 million square feet and will feature four zones, comprising MARVEL, Cartoon Network, Lost Valley – Dinosaur Adventure and IMG Boulevard.

In addition, there will be a 12 screen Novo Cinema multiplex which will include an IMAX screen and two VIP theatres. The park will also host a number of world firsts, with a series of five star rides and attractions set to be announced.

Following the appointments, Lennard Otto, general manager, IMG Worlds of Adventure, said: “I am confident that, with these  agencies, we will be in line with our goal to become one of the world’s top leisure and entertainment destinations and we will continue to partner with these and other leading consultants, vendors, and agencies to bring our vision to life.

"The combined expertise of Bell Pottinger, Havas Worldwide, Impact BBDO and Ninth Space will help to ensure that IMG Worlds of Adventure opens to widespread enthusiasm and interest, not only here in the region, but also internationally.”

IMG Worlds of Adventure, which is owned by the Ilyas & Mustafa Galadari Group, will be situated within City of Arabia, along Sheikh Mohammad Bin Zayed Road in Dubai.

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