KHP Initiates Formula One™ Community Outreach Programme in Abu Dhabi

Published October 5th, 2009 - 09:47 GMT

Abu Dhabi/London: Leading sports marketing and communications
agency  KHP  Consulting  have  united  with  Abu  Dhabi  based  events  specialists,  Flash
Entertainment to produce a series of community focussed activities ahead of and around
the inaugural F1™ Etihad Airways Abu Dhabi Grand Prix.

Unveiled this  week in Abu Dhabi, the campaign is entitled Yasalam, meaning 'wow' in
Arabic  and  represents  a  dynamic  programme  of  events  and  entertainment which  will
bring the entire community together to celebrate the country's biggest sporting event.
The activity is split  into three elements  - community programmes aimed at the city's
youth and creative talent, two weeks of exciting events and entertainment on Abu Dhabi
Corniche and the beach, and some of the world's biggest names in music performing live
at the race location, Yas Island over the race weekend.

Yasalam's  community outreach  elements  will play  an  important  role  in  educating and
informing the community about motorsports and showcasing the nation's finest Emirati
creative   talent   through   artistic   initiatives.   These  include   Mastering  Motorsport,   a
programme reaching out to students and The Art of Racing - live art with F1 replica cars

Yasalam Mastering Motorsport will reach out to young people in schools and universities
across the country. Students will     meet  and  learn  from  the  people  that  make  global
motorsport  happen - from  the  engineers,  to designers, to  business managers, to  the
drivers themselves. They'll also  learn about opportunities  in engineering, sponsorship,
marketing,  management  -  and  even  in  driving.  F1™  professionals  such  as  David
Coulthard  will  be  on  hand  to  help  students  relate  to  the  industry  -  and  engage  in
motorsports as a future career choice.

Yasalam  The  Art of  Racing  is committed to  providing  young talent with a platform to
showcase their work.  Five life-size replica F1™ cars will be customised by Emirati artists
during 'live art' experiences in key locations across Abu Dhabi for the public to enjoy.
There will also  be competitions  run  in local universities giving students the chance to
connect with the event, create art and literature relating to F1™ and show what it means
to them and the city.

Katja  Heim,  Chief  Executive  Officer  of  KHP  Consulting,  says:  "As  an  agency,  we
specialise in capturing the spirit of the sport and bringing its very essence to the people
who  matter  the  most,  the  fans.  We  are  doing  this  in  Abu  Dhabi  with  community
engagement  activities  such  as  The  Art  of  Racing  and  Mastering  Motorsport,  these
initiatives are specifically designed to entertain the people of Abu Dhabi and the region,
allowing them to understand, embrace and be proud of hosting an F1 Grand Prix.  Put
quite simply, the main goal of Yasalam programme is to take the F1 event to the entire

"Having handled worldwide F1 events for over 25 years, I can confidently say that the
F1 Etihad Airways Abu Dhabi Grand Prix will act to further open Abu Dhabi's window to
the world as a global platform to highlight Abu Dhabi's astonishing array of high-profile,
sport,  cultural  and  business  developments.  As  an  agency it's  a  great  privilege  to  be
involved in events of this magnitude for the UAE, and we look forward to developing our
future role and relationships in the country."

Ossama Khoreibi, Chairman of Flash Entertainment reiterated two important points: the
importance of Yasalam as a programme the nation could be proud of, and a celebration
of the ongoing stature and growth of the UAE capital. "Yasalam will offer residents and
visitors to Abu Dhabi a unique - and unrivalled - experience which will be unmatched by
any host city, anywhere in the world.  Yasalam is also more than just entertainment - it
is a celebration of our diverse and beautiful city and further proof, if any were needed,
that Abu Dhabi  has  arrived  as a  truly  international destination for entertainment and
leisure. Yasalam will help to create a legacy for the entire country to enjoy for years to

For the full programme of Yasalam events and activities or for further information, visit


For further information on KHP or any of the above please contact Liz Brooks:,  +44  7887 846177 or  call  the London  office  on +44  207  313

Notes to Editors:

KHP  Consulting  is   one  of  the  industry's   most   experienced   and   respected  sports
marketing, event management and sponsorship agencies. Established in 1985 in Munich
by   Katja   Heim,   KHP   specialises   in   delivering   integrated   campaigns   for   brands,
government organisations, sports rights holders, promoters and event hosts.

KHP has been an integral force behind the development of Formula One™, promoting 85
Grands  Prix  in  14  countries.  It  has  managed  Ford's  marketing  programme  for  Rally
Europe, activated BMW Oracle's association with yachting's America's Cup, and assisted
with the development of and promoted the Porsche SuperCup series. However, a number
of its clients now operate in non-sporting sectors, demonstrating the agency's versatility
and breadth of expertise.

KHP has  enjoyed an established presence in the Middle East for almost a decade, and
with vibrant offices  operating in Abu  Dhabi, Bahrain and  Doha (Qatar), is  one  of  the
region's top agencies.

Clients include the F1 Etihad Airways Abu Dhabi Grand Prix, Gulf Air Bahrain Formula 1
Grand  Prix,  Seef  Properties  and Diyar  Al  Muharraq,  Bahrain's  Economic Development
Board  and  Financial  Harbor,  Qatar's  Commercial  Bank  and  ASPIRE  Academy,  Jordan
internet services provider wi-tribe, Dubai's Emirates Airlines, Al Ahli Bank in Saudi Arabia
and  a  number  of  globally  prestigious  brands  keen  on  infiltrating  the  Middle  East's
prosperous market through KHP's unparalleled local knowledge.

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