Latest news with #ProactiveEntertainment
Campaign ME
2 days ago
- Entertainment
- Campaign ME
Marketing global events to audiences in the Middle East
Global live entertainment was no longer testing the waters in the Middle East. With major international live events coming to markets like the UAE and Saudi Arabia, regional audiences are showing up and selling out arenas and stadiums across the Middle East. This month, Proactive Entertainment has brought the internationally renowned musical Mamma Mia! to Abu Dhabi in the UAE. Taking over Etihad Arena on Yas Island from June 11 to 22, the event has hosted thousands of theatre fans. Jose Cuervo, Middle East Regional Director at Proactive Entertainment speaks to Campaign Middle East on how it shaped its marketing strategies to draw in audiences to the show. 'We run campaigns in parallel,' he explains, stating that strategies differ on the optimal target audience for each live event. 'For Mamma Mia!, our key target audiences are women in their late 20s to, high 40s. We have understood that for this demographic in particular, the best way to actually convert is digitally through Meta, Google and through out-of-home (OOH),' he says. 'We have a very strong outdoor strategy which goes not only through Abu Dhabi but also in Dubai,' he continues, 'from branding on taxis, billboards on streets, and screens in different places around the country.' 'That has allowed us to have a very omnipresent campaign throughout the show's run,' he adds. But demographics alone don't sell tickets. Consumer insight is the compass. 'We're constantly surveying audiences, not just in the UAE, but across the Middle East,' Cuervo says. Even though he admits that shows like Hamilton may take years to migrate from New York to Yas Island, 'when they do, the demand is rarely in question,' he says. He further explains that Proactiv also keeps a close watch on repeat viewership and bases its strategy on how soon a show can return to a market and still sell out. In terms of converting awareness into ROI in ticket sales, Cuervo says 'YouTube ads has been very big for us,' as they 'allow for the show to be present at all times, even when you're far from the season itself.' He also says that 'Instagram and search are always at the top,' of the event company's conversion rate. Finally, securing the right partners adds to the strength of marketing global events to audiences in the Middle East. 'Platinumlist has been in the region for years and they've grown a very strong database which allows us to speak directly not only to their entire database but segments that are more relevant to us when it comes to musicals,' Cuervo says. 'Our government partners, Miral and DCT Abu Dhabi have also been instrumental in driving this theatre strategy and turning Abu Dhabi into the theatre capital of the Middle East,' he adds. 'That's why we have been so successful – because it's the collective effort of several stakeholders,' he concludes.
Al Etihad
06-04-2025
- Entertainment
- Al Etihad
Les Misérables Arena Spectacular World Tour arrives in Abu Dhabi
ABU DHABI (ALETIHAD) The Les Misérables Arena Spectacular World Tour arrives in Abu Dhabi this week for its 12-show run from April 10 to 20 at Etihad Arena on Yas Island. Organised by Proactive Entertainment, in collaboration with the Department of Culture and Tourism – Abu Dhabi and Miral, the new live production, based on the epic 19th-century French novel by Victor Hugo, boasts a cast and orchestra of over 65 members. The latest stage adaptation follows the success of Les Misérables the Staged Concert, which ran for over 200 record-breaking performances in London's West End. With songs like "I Dreamed a Dream", "On My Own", "Bring Him Home", "One Day More", the classic production has become one of the world's favourite musicals. The novel has been adapted into numerous films, television series, and stage productions. The most famous adaptation is the musical, which premiered in Paris in 1980 and was later adapted into English in 1985. This musical has become one of the longest-running shows in West End and Broadway history. The world's longest-running musical was adapted into a popular film in 2012 starring Anne Hathaway and Hugh Jackman, receiving eight Academy Award nominations the following year. Les Misérables, originally published in 1862, is one of the most celebrated works of 19th-century literature. The story is set in early 19th-century France and follows the lives of several characters, particularly Jean Valjean, an ex-convict seeking redemption, trying to rebuild his life after being imprisoned for 19 years for stealing a loaf of bread. Upon his release, he is shown kindness by a bishop, which inspires him to break his parole and start a new life under a different identity. However, he is relentlessly pursued by Inspector Javert, who believes that a criminal can never change. The plot also intertwines the lives of other characters, such as Fantine and her daughter, Cosette. Valjean eventually becomes a father figure to Cosette after rescuing her from the abusive Thénardier family. The narrative spans several decades, culminating in the June Rebellion of 1832 in Paris, where the characters' lives intersect amidst the political turmoil. The musical adaptation of Les Misérables captures themes of justice, love, the struggle against poverty and oppression, and redemption through powerful songs and dramatic storytelling. "The story and music of Les Misérables resonate deeply with audiences across the globe, and the Middle East is no exception. The larger-than-life production will transport every audience member – regardless of generation or background – on a heart-rending tale told through some of the most powerful songs ever created," said Nicolas Renna, CEO of Proactive Entertainment. In the UAE, Les Misérables gained popularity through various performances. The theatre show came to Dubai Opera for an 18-performance run in November 2016 and was also performed at the same venue from November 10 to 24, 2024.
