UAE – The Abu Dhabi National Exhibitions Company (ADNEC) has formed a strategic alliance with a US global destination marketing firm to bring major global corporate and association events to the Abu Dhabi National Exhibition Centre.
The agreement with Marketing Challenges International (MCIntl) means MCIntl will now act as ADNEC’s exclusive sales agent in the US and Canada, promoting the Abu Dhabi National Exhibition Centre to event organisers and meeting planners.
As part of the deal, MCIntl will arrange study tours and advise ADNEC management on both established and emerging North American market trends.
ADNEC was recently selected as the host of international exhibition association UFI’s 2012 annual congress.
“I am confident ADNEC’s strategic alliance with MCIntl will enable North American businesses to use events staged at the Abu Dhabi National Exhibition Centre as a platform to reach out to the countries in Middle East North Africa [MENA], as well as key emerging markets such as China, India and CIS countries,” said ADNEC’s director of finance and HR, Humaid Al Dhaheri.
New York-based MCIntl has operated for 25 years, working with global venues, convention bureaus and government organisations. The company currently represents the Sydney Convention and Exhibition Centre, Thailand Convention and Exhibition Bureau and Excel London, ADNEC’s sister venue in London, for which it became the exclusive North American sales agent in July 2008.
ADNEC is the company’s first venture into the MENA region.
“In recent years the [UAE] has come to the forefront of the global destinations business, with a number of landmark developments,” said MCIntl president Michel Couturier.
