Modon Holding
Surf Abu Dhabi: leading a two-year communications programme spanning project development, the launch of a flagship destination and three World Surf League events.
Introducing a major new destination asset.
Developed by Modon Holding in collaboration with Kelly Slater Wave Company, Surf Abu Dhabi is a landmark attraction on Hudayriyat Island. The communications programme had to introduce a new proposition locally while establishing its credibility with the international surfing community.
The work formed part of a broader effort to communicate Hudayriyat Island’s development as a destination for sport, leisure and tourism.
Two years of communications leadership.
I led delivery of the communications programme from development milestones through launch and into international sporting events, coordinating media strategy, stakeholder messaging, project announcements and opportunities around key talent and partners.
The programme required the coordination of multiple stakeholders and a sustained media approach that could evolve from a construction and development story into a visitor and international sport proposition.
Connecting the opening to world-class sport.
The programme included communications for three World Surf League events, including activity associated with the Longboard Classic and the Surf Abu Dhabi Pro. Those events brought elite athletes, international coverage and global sports attention to the destination.
The result was an integrated communications programme linking the opening of a major Modon development with an ongoing international sporting calendar.
“There’s nothing like getting the most perfect tube of your life, on demand.”