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
community.
"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
come."
For the full programme of Yasalam events and activities or for further information, visit
www.yasalam.ae
-Ends-
For further information on KHP or any of the above please contact Liz Brooks:
[email protected], +44 7887 846177 or call the London office on +44 207 313
9180.
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.
