Case Study: Department of Culture Tourism – Abu Dhabi boosts global UFC Fight Island visibility with Action Global Communications

Department of Culture Tourism – Abu Dhabi drives 21,139 pieces of coverage with Action Global Communications

The Department of Culture Tourism – Abu Dhabi (DCT – Abu Dhabi) reappointed Action Global Communications to manage PR and communications for the UFC Fight Island Triple Header event. The challenge was to build on the success of a previous event by making this campaign even more effective in promoting Abu Dhabi as a global destination for world-class events and reinforcing its readiness to safely reopen to tourists.

Action Global Communications developed a comprehensive PR campaign with key messaging for B2B and B2C audiences, focusing on Abu Dhabi's status as a sports destination and its health and safety standards. The on-site team executed the strategy over two weeks. The results were significant, achieving coverage in 118 countries with over 21,000 pieces of coverage, an advertising value equivalent (AVE) of $5.46 billion, and a PR value of $16.40 billion.

Department of Culture Tourism – Abu Dhabi