define / design / deliverdefine / design / deliver

In April 2008, a group of expert event professionals p , g p p pjoined hands to create a unique event planning agency.

They came from various backgrounds, and comprised of the creative, the logistical, the communicator, the brand-lover, the planner, the fashionistas, and the Jacks & Janes-of-all-trades.

They each had unmatched core skills, creative spirits, a wealth of experience, and an unrelenting passion for special events.

This diverse skill base helped produce spectacular events, with unique storyboards

…and within budget (when you’ve been around long enough, you know where the best deals are).

They understood brands, live communication, and more importantly, what it took to entertain the region’s audiences.

As a team, they didn’t plan to change the local events industry – they just wanted to make it better. concept world events

For the past ten years, Sue P ll h b ki h k Pengelly has been making her mark as Event Producer on some of the region’s biggest corporate and family events, and now brings her creative spirit, wealth of experience, and unrelenting passion to Concept g p pWorld Events.

With her extensive background, Sue has been invited to speak as an authority on the regional events industry. In 2007, she addressed delegates at the Festivale Conference, the leading events conference in Dubai (held in the leading events conference in Dubai (held in conjunction with the PALME and Event 360 Exhibition).

Sue has also shared her knowledge on the Dubai Eye Business Tonight radio show, MTV Arabia, and Zee TV Arabia, and currently serves on the faculty of the Event Arabia, and currently serves on the faculty of the Event Management Development Institute (EMDI) in Dubai.

Sue has a diverse skill base which includes entertainment conceptualizing, unique storyboards for all kinds of events, including product and service reveals, sports event

event producer profileentertainment, retail outlet openings, gala dinners and large-scale festival roll-outs.

Working in the regional events industry for more than a decade, Sue has also accumulated the largest database of

h l d dé l b h l ll entertainment, technical and décor solutions, both locally and internationally.

In 2008, Sue was nominated as a FINALIST in the Event Solutions Spotlight Awards as “Event Planner of The Year” Winners will be announced in February 2009Year”. Winners will be announced in February 2009.

Every communications campaign must become an experience that captivates and intrigues your audience, involving them in ways that ensure they understand, remember and are positively influenced by the messages conveyed.

Our team’s extensive experience within the events and marketing industry, has given us invaluable insight into achieving clients’

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EVENT MANAGEMENT- Invitation design & distribution- Catering management

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TECHNICAL SUPPORT- Technical and production management- Speaker support

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brand objectives via the services we provide for various types of special events.

- Venue sourcing- Element sourcing- Critical time lines- Run sheets- Contractor management

- Staging- 3D computer aided drawings- Audio design- Audio-visual- Production scheduling

PROJECT MANAGEMENT- Large scale logistics- Crowd control & security- Talent coordination- Language translation- Freight & shipping

PRESENTATION- Graphics- Invitation design- Corporate and marketing videos- PowerPoint, html, Flash presentations- Website creation

what can CWE do for you?Freight & shipping

DESIGN & CREATION- Environment design- Event branding- Project design

Website creation- Director presentations- Large format printing- Conference collateral and handouts

FINANCIAL CONTROL- Venue design / theming- Choreography- Stage design- Lighting design- Script development- Voice over scripting

- Budgets- Scope of works- Quantity estimation

EDUCATION- Event consultancy services

- Talent castingEvent consultancy services

- Event education for in-house teams- Conference speaker

From blue-chip organizations and financial institutions, to real p g ,estate developers and luxury product manufacturers, we’ve worked with many of the biggest players in various industries.

This has helped us define our creative edge when producing a range of events to appeal to a different class of clientele and audience, all the while ensuring brand alignment and budgetary constraints.

For corporate clients, it is necessary to ensure that their powerful brand is omnipresent within all elements of the

f déevent, from stage to décor.

Some of the services clients may require include: Product or service launchGala DinnersAward ceremoniesMultimedia spectacularsPrivate receptions

CWE can service your event needs with:CWE can service your event needs with:Turnkey event managementAV and technical productionDécor and stage setsEvent brandingV l

corporate events & ceremoniesVenue consultancyHigh-end entertainmentVideo production & editsFull produced show

The region’s thriving retail sector requires retailers and g g qoutlets to constantly indulge in promotional campaigns and activities to keep their brand alive and appeal to the growing market.

The CWE team have produced events from shopping mall opening ceremonies, in-store family entertainment and store animation, fashion shows, campaign roadshows, mother & child days, and many other retail-based events.

Some of the services clients may require include: Store OpeningsRibbon-cutting ceremoniesRoadshowsPromotional CampaignsFamily entertainmenty

CWE can service your event needs with:Opening ceremony productionCustomised performancesMascot & character appearancesMascot & character appearancesRoadshow campaignsCustomised quiz showsLarge-format printingPromoters and event staff

retail & promotional eventsCrowd control and security

An ever-increasing segment of our business is working with g g ginternational clients and conference managers to provide bespoke destination management services.

With an extensive database of local suppliers, honed from years of building relationships, CWE is in an ideal position to service travel, tours and transportation requirements, as well as overseeing social itinerary and other event elements.

Some of the services clients may require include: Guest registrationsDelegates travel managementSocial itinerary planningSignage and printed collateralTechnical & AV supportGifts & hostessesGifts & hostesses

CWE can service your event needs with:Registration mechanismsTravel and transport logisticsV d F&B li iVenue and F&B liaisonEvent branding, design & printTechnical support & productionAV Presentation supportCorporate gift suppliers & bilingual event staff

destination management

An exclusive two-day launch event featuring a press conference, gala dinner, and sales meetings with iinvestors.

CWE transformed the MadinatJumeirah’s MPV (multi-purpose venue) into the ultimate “Mada’inexperience” experience .

At the gala dinner, guests were encompassed by wide screens on three sides which simulated the window-views from the Marina

Above: Empty venue at Madinat Arena & artist’s impression of proposed designRight: The actual event produced by CWE.

window views from the Marina Arcade penthouse - views of The Palm on one side, and Dubai Marina on the other, with images transforming from day to night scene. Hanging screens projected k i t ill t t th sky images to illustrate the open

terrace of the penthouse residence.

All furnishings reflected the brand, with table decorations and extensive event branding especially

Proposed table décor designs and actual event extensive event branding especially

designed and fabricated for the event.

Intimate and stylish sales sets were created to depict the tower’s

Pillars were clad with Mada’in branding. The sales sets were also p

upscale living experience. The sets were used by Mada’inrepresentatives to meet with buyers and investors.

built with high-end furnishings to represent stylish apartment living.

case st d 0 1UK speed-artist Jon Hicks created three large masterpieces in 20 minutes portraying the leaders of the UAE.

case study 0.1:Launch of Marina Arcade Tower

CWE’s Event Producer, Sue Pengelly, was selected by the Undiluted Spirit

f h UK b h D b i agency of the UK, to be the Dubai Production Manager for the four-day International Distributor Conference for Sunseeker, one of the world’s largest luxury yacht manufacturers.

With the clients based in the UK, Sue’s scope of work was to identify all suppliers and review their scope, contracts, and financial paperwork prior to the clients arrival in Dubai.

Sue also provided full, on-site support throughout the event, consulting on:

• Hotel menus, table décor and floral displays

• Overseeing technical supply, installations and rehearsals for the Conference, the Bond-themed Awards evening, Polo Match, and a spectacular light, sound and fireworks show in the desertdesert.

• Coordinating the logistics of hotel and transport for the production team, and entertainment permissions for artistes.

case st d 0 2case study 0.2:Sunseeker Distributor Conference

Having a Bahrain-based client organizing an event in Dubai, proved

b ff l h ll f h to be an effortless challenge for the experienced CWE team.

CWE made recommendations on what we felt would best suit the Bahrain Bay Investor Summit (held in Bahrain Bay Investor Summit (held in conjunction with Cityscape 2008) -- an event comprised solely of presentations and updates on the Bahrain Bay project.

The client had a very powerful corporate identity, and it was essential for us to incorporate this into all the event elements, including event branding and décor.

To achieve this, our designers had to fully familiarize themselves with the client’s extensive brand guidelines.

CWE used cost-effective solutions, that were guaranteed to impress and offered ubiquitous brand presence throughout the evening.

case st d 0 3Bahrain Bay’s

corporate brand identity was

incorporated into the design of case study 0.3:

Bahrain Bay Investor Summit

the design of various event

elements.

Pulled together in only three days, this property launch event is a great example of how our three divisions Bollywood celebrity Minisha Lamba was flown in as (Events, Advertising & Digital) worked together to deliver a client’s marketing objectives.

With Hollywood and Bollywoodl b d

The evening featured some fantastic entertainment by Dubai-based artistes.

one of the chief guests and to act as MC for the evening. All scripting was provided by CWE.

Inset: A unique promotional display cube stand featuring project images and branding.

celebrity guests in attendance, it was imperative for us to produce a flawless event and offer the maximum effect, despite the short lead-in time.

CWE organised a highly-successful launch event for Aspire Real Estate and Stallion Properties, while our Advertising division produced marketing collateral, and our Digital

All promotional display units and stage branding were designed and printed in-house.

division turned around all printing and promotional displays within record time.

For a client that understood style d l i i l and elegance, it was essential to

create an event that embodied the same. In less than three days, video presentations were produced, speeches were written, entertainment was organised, and a

Event elements such as décor, hostesses and costumes were themed to corporate colours.

gspectacular event was brought together.

case st d 0 4case study 0.4:Launch of Santorini on Al Marjan Island

The International Ice Cream Consortium (IICC), comprised of the

ld’ fi i d d i world’s finest independent ice cream manufacturers, chose to host their annual global conference in Dubai in 2008.

Organised by Unipex Dairy, the five-Organised by Unipex Dairy, the fiveday conference featured a host of workshops and taste sessions during the day, with a variety of social activities planned for every evening.

CWE was selected as the preferred agency to oversee the client’s destination management requirements, and manage the social itinerary and guests’ welfare.

Working with our preferred suppliers, CWE brought together a host of post-conference activities that included desert safaris, city tours, dhow cruises, cocktail parties and an , pintimate gala dinner at the Burj Al Arab.

With many of the guests flying in from Europe and the Americas, CWE provided an experienced full-time, multilingual Project & Activity Manager to oversee travel logistics, ensure delegates’ security and well-being, and overall coordination and support for the Conference case st d 0 5support for the Conference. case study 0.5:

International Ice Cream Consortium 2008

Conducted as part of the UAE Runs on Dunkin campaign, CWE helped D ki D i h i E i Dunkin Donuts with a tri-Emirate road show, featuring an exciting, interactive quiz show for adults and children to participate in.

To best achieve the client’s marketing To best achieve the client s marketing objectives, we took the campaign right to the customers, with weekend quiz shows held in three of the busiest UAE malls in Dubai, Abu Dhabi and Sharjah.

The quiz show used high-tech, interactive voting keypads, used for the first time within a public (non-corporate) arena in the UAE. As a

lt 20 ti i t ld t k t result, 20 participants could take part in each quiz, allowing us to reach out to a wider audience,.

CWE provided complete set design, complete coordination with all host complete coordination with all host venues, MC scripts, generation of hundreds of trivia and audio-visual questions, logistics support for mall-to-mall delivery every weekend, and full on and off-site operational support.

The campaign was immensely successful in generating increased awareness of Dunkin Donuts products ensuring audiences case st d 0 6products, ensuring audiences discovered that DD was more than just donuts!

case study 0.6:Dunkin’ Donuts Campaign Roadshow

CWE were selected to produce the first signature event of the Dubai Summer Surprises 2008 festival, p ,entitled “The World of Stories”, to kick-start the 9-week summer festival.

Stage Show: We produced and Set backdrop designedto resemble pages of a

choreographed two stage shows with trained actors and dancers from the United Kingdom and Dubai.

Children’s workshops and activity Th M d H ’ T P

to resemble pages of a storybook.Above: Proposed designRight: Final backdrop

areas: The Mad Hatter’s Tea Party (from Alice in Wonderland), and The Fairyland, with a professional “fairy” from Australia.

DVD Corner: where children could Children’s workshop DVD Corner: where children could watch fairytale cartoons

Cut-outs Corner: that offered fun photo opportunities for young and old.

pdesign and actual set for the Mad Hatter’s Tea Party

old.

CWE was also responsible for set design and fabrication for all activities.

Printing was provided by our partner company, Concept Digital.

case st d 0 7case study 0.7:Dubai Summer Surprises 2008

CWE produced the launch event for the Investment Corporation of Dubai (ICD), the Dubai Government’s ( ),Investment Foundation.

The high-profile event was attended by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, and Singapore’s first Prime Minister, Lee Kuan Yew, amongst other UAE government officials.

Above: Artist’s impression of the set design, incorporating the 24-metre,seamless-edged screen where background images could be projected simultaneously

CWE produced a complex multimedia presentation that was projected on a 24-metre wide seamless-edged, high-definition screen. seamless edged screen, where background images could be projected simultaneously

with live camera feed.

Below: Actual event. We also created an animated ICD logo, and provided bespoke event solutions.

Due to the elite list of guests, turnkey management, security concerns, and attention to detail was imperative.

case st d 0 8case study 0.8:Launch of Investment Corporation of Dubai

our partners…Working with our partner company Concept Digital allowsus to offer our clients not only the most competitive rates indesign and printing of event collateral, but also fast turnaroundon print jobs.

Evento provide cost effective registrationfacilities to help our clients reduce the tediouslogistics and infrastructure setbacks associatedwith the visitor registration process.

This comes in especially useful when you need to design stagesets, invitations, branding, promotional displays and othermaterials required for an event.

They have developed state-of-the-art registrationsoftware, and are fully equipped to meet all sizesof events, from small corporate meetings, tolarge-scale conferences and exhibitions.

Services include:

• Large format digital printing• Signage• Roll-ups & Pop-up display

Services include:

• On-site and off-site/off-line registration• Multilingual registration staff• Registrations equipment rentalRoll-ups & Pop-up display

• Scrolling banners• Display signs & stands• Exhibition stands & Promotional kiosks• Light boxes & Acrylic displays• Neon signs & Hexa Vision

Registrations equipment rental• SMS and Bluetooth services• Form design & customization• Badges design & customization• Comprehensive reports• Attendee databasesg

• Indoor directory sign systems• Sign support spaces & fixtures• POS materials• Vehicle branding

• On-site technical support• Event support services• Survey – online and offline• Equipment rental

Key Contacts.y

EVENT PRODUCERSue Pengelly

MANAGING DIRECTORSamsheer Basheer

E – sue@conceptworld.aeM- (+971-50) 658-7817

SALES

E – samsheer@conceptworld.aeM- (+971-50) 881-7766

SALESNikhil HariharanE – nikhil@conceptworld.aeM- (+971-50) 708-9971

MARKETING & EVENTS

Leonora PaciniE – leonora@conceptworld.aeM- (+971-50) 276-7339

ADMINISTRATIONMARKETING & EVENTSParveen R. de SaE – parveen@conceptworld.aeM- (+971-50) 553-2216

ADMINISTRATIONCharmaine HernaneE – charmaine@conceptworld.aeM- (+971-55) 719-2700

Telephone: (+971-4) 266-4385

Fax: (+971-4) 268-6845

Website: www.conceptworld.ae

Email: info@conceptworld.aeThank you. Email: info@conceptworld.aeThank you.