DEH (Dubai Events Holdings)
 
Contributed by Andrew Sabatier of Andrew Sabatier Limited.
 
 
In February 2008 I was brought in on an exciting project at Siegel+Gale. We were tasked to rebrand Dubai Events Holding, which is an emirate decreed company responsible for enhancing Dubai as an event destination.
 
Despite various organisational problems such as the horrendous traffic on Sheikh Zayed Road, Dubai is a premium event destination. It offers world class entertainment and luxury shopping experiences for the moneyed. The new company was to arrange events to complement each other and orchestrate them holistically so that average stays moved from the one and two day mark to three, four or more.