Emirates Bank, one of the leading bank’s in brand value and brand strength in the banking sector in the UAE, featured as a case study in event marketing and sponsorship at the IIR ‘Corporate Communications Conference’ held recently in Dubai.
Ms. Zeina El Haj, Emirates Bank’s Retail PR, Event and Sponsorship Manager outlined during her comprehensive presentation the bank’s successful strategy for events and sponsorships and highlighted the bank’s extensive events profile, strongly supported by Emirates Bank’s PR leadership in the market.
Zeina El Haj also presented a case study on Emirates Bank’s event marketing and sponsorship objectives such as rewarding customers’ loyalty in both categories- Mass Retail & Priority banking, targeting new business and generating exposure.
“Emirates Bank is a firm supporter of the Dubai government and leadership events strategy which raised the emirate’s international profile and established it as a remarkable success story”, said Zeina El Haj who proceeded to underline the importance of event marketing in today’s organizations’ marketing and promotions mixes before revealing that the sponsorship market is now the fastest growing segment in Marketing communications representing a sizeable part of the overall marketing budgets and slowly replacing advertising as the marketing leader. She also identified the growing trends in the fields of events and sponsorships, highlighting sports events as the top choice amongst sponsors followed by arts, charity and entertainment events in the popularity ranking.
Ms. El Haj described sponsorships as a two- way marketing relationship, where fees are paid to a property in exchange for access to the property’s exploitable commercial potential.
She pointed out the many advantages associated with events and sponsorships such as their role as a successful communication vehicle and their ability to cut through the clutter of other communication techniques, generating the greatest Return on Investment versus spending while giving sponsors access to hard to reach markets and associating them with particular usage situations.
Emirates Bank’s PR, Events and Sponsorship manager also listed the most important stages of Event/Sponsorship Management as: setting a strategy; defining the selection criteria; successful execution and the importance of post event feedback and evaluation using effective measurement tools.
About Emirates Bank
Emirates Bank, who celebrates their 30th anniversary this year, offers a full range of retail banking products and services under the ‘me’ brand name. These include: meACCOUNTS (current & savings Accounts), meSAVE (tiered saving Accounts) meDEPOSITS (Term Deposits), mePERSONAL (Personal Loans), meDRIVE (Car Loans), meCARDS (Credit Cards), meUNI (Student-Oriented Banking Products/Services), meLADY (Female-oriented Banking Products) meINSURANCE (Insurance Products), meNRI (for Indian Expatriates), meNRL (for Lebanese Expatriates), and meMILES (Credit Card Loyalty Programme).
In addition, Emirates Bank offers its customers priority banking services through its Al Shaheen Club.
Emirates Bank offers its customers the convenience of banking across a range of channels. which include banking on-line, phone banking and through visiting one of the ever-expanding network of branches across the UAE. It is no wonder that Emirates Bank has been awarded the coveted status of a ‘Superbrand’ for the past three consecutive years.
