REGIONAL NEWS
France 24 expands
Explorer
News station extends Arabic-language broadcast and aims for a 24-7 service next year
maps the
By CHARLIE NEYRA with a pitch process on the
city out
MENA France 24, the French way. Ockrent adds, “We will
state-supported satellite news have several marketing and
channel, has increased its advertising campaigns.” For
Arabic-language output from the time being all initiatives
four hours a day to 10, in an are being handled in Paris, ex-
attempt to capture more view- cept for the press tour which
ers from the region. has been the only brand
The broadcaster has been awareness drive to date.
on a whirlwind promotional France 24 is keen to pick
tour of the Middle East and up more viewers through the
North Africa, where the ser- formation of corporate part-
vice is available throughout. nerships. A company source
Christine Ockrent (pic- tells Media Week that con-
tured), chief executive officer versations recently took place
of Audioviseul Exterieur de la with Etihad Airways about DUBAI Explorer Publish-
France—which runs France the possibility of screening ing has released the city’s
24—says the two-year-old sta- the channel on in-flight TV most comprehensive
tion is looking to offer a 24- systems. A deal is already in street atlas which includes
hour Arabic-language broad- place with mobile operator more than 3,000 roads and
cast. However, it first needs Orange to stream France 24 to 110,000 buildings.
to raise sufficient finances, iPod-users. The guide (pictured)
which can only be done by The channel gains most took two years to produce
gaining more viewers and ad- According to Ockrent, steps to help the regional marketing of its MENA viewers in the and features 200 pages as
vertisers. Ockrent compares are currently being taken to of France 24. A Middle East French-speaking North Afri- well as an index compris-
the challenge to “the chicken “find someone who is con- creative agency is also being can countries of Algeria, Tuni- ing 13,000 entries.
and egg situation”. nected with the local region”, sought to handle advertising, sia and Morocco. Alistair Mackenzie,
publisher for Explorer
Bareface agency given
Krafty sponsorship
Publishing, says, “To be
able to release the Dubai
Street Atlas is an indica-
management makeover
for
LunchBoxes.ae
tion of how much Dubai
UAE An online company which Starcom MediaVest. has developed in recent
DUBAI Stills production house become new general manager provides offices and schools with Lester Owencroft, founder of years. We wanted to pro-
and agency Bareface has un- while Ishani Pawar, previous healthy lunches has received the
LunchBoxes.ae brand, says, vide Dubai with an easy-
dergone a management re- senior producer at Bareface, is sponsorship from Kraft Foods. “Starcom MediaVest, the me- to-use atlas that’s detail
structure and announced to become the new head of
LunchBoxes.ae allows cus- dia agency representing Kraft, was incomparable. It in-
plans to expand into production. tomers to order their meals on- identified this alliance as a per- cludes phase one of the
“international Bareface repre- line, then delivers them to the fect opportunity for their client. Roads and Transport Au-
markets”. sents photogra- door. Its new partnership with We are on a constant quest for thority’s new address sys-
Former gen- phers, models Kraft—which will run until the fresh and innovative platforms tem as well as landmarks
eral manager and entertain- end of 2010—was arranged by to engage consumers.” and icons to help people
Venetia Maun- ers. Earlier this navigate with ease.”
sell (pictured) year, the compa- Dubai-based Explor-
will assume the ny relocated within er’s portfolio includes
new role of managing Dubai Media City and residents’ guides, maps,
director and concentrate on also revamped its corporate lifestyle guides and pho-
expanding the business. Head identity and website. Its expan- tography books, covering
of production and photogra- sion plans will be announced MENA and beyond.
phy, Georgina Hockley, will nearer the time.
Taking your brand to greater heights
BAHRAIN CHINA EGYPT KENYA KUWAIT OMAN PAKISTAN UAE UK
info@engworldwide.com Tel: +971 4 3050400
www.engworldwide.com OUTDOOR
06 / 10 MAY 2009
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