The paper “ Le Louvre Abu Dhabi - Strategy of Partnership with Media, and Websites, Proposals in Innovation, Integration & User Participation, Creating a Buzz" is a worthy variant of a case study on marketing. The cultural relationship between the United Arab Emirates and France was given a major boost recently following the launch of the Le Louvre Abu Dhabi project. In addition to Le Louvre, there have been numerous education projects developed by both governments that are proof of the continued political construction of strong cultural relationships. The following report is an analysis of the strategic recommendations that need to be considered when launching a new common media.
These recommendations regard the following elements: the editorial and common cultural identity and values; the type of media used; the business targets used; the programs and services and the repartition and sharing of work and responsibilities between both countries. Other elements include the strategy of partnership with other types of media and platforms, proposals concerning matters of innovation and integration & participation of users and the business model of the media.
Additional recommendations will be made with regard to ways to avoid the risk to be “ one more media in the digital world, with no audience” in addition to how to create the buzz and be an editorial reference. The new common media to be launched is a culinary TV program that will be hosted by a renowned master chef. The major roles of the chef will include traveling around the UAE and showing the best classical French recipe along with new innovative recipes. The innovative recipes, which are multicultural dishes, will be the focus of the TV program because they will combine various types of eastern and western cuisine created inspired by the chef’ s UAE exploration.
The chef will visit and learn about traditional fruits & vegetables from whence he will choose exotic ingredients and prepare a new recipe. Other places that he will go to include fish markets, a desert safari including a traditional tent and a sumptuous barbecue. From his exploration of various hotels and restaurants around the country, the chef will come up with ideas that will form the content of the show.
Additional culinary choices can also be developed from camel meat, camel milk, and dates. From this TV show, the French people will discover the authenticity of the UAE along with its unique diversity. Using the culinary experiences that will be described, the Chef will include the French culture, history, and traditions at the same time as he reveals a different look and feel of the UAE. Editorial and Cultural Common Identity and Values This project will take advantage of various common cultural identity and values between the United Arab Emirates and France.
The Sorbonne and the plan to develop a mini Lyon city in Dubai that will be complete with museums, public squares and restaurants are major symbols of the increasingly developing cultural identity between the two nations (Landais, 2008). However, the ultimate cultural identity between France and the UAE is symbolized by the Louvre. Since its founding in 1793, the Louvre museum, with iconic paintings such as the Mona Lisa, has developed to become a favorite tourist destination from all corners of the world. The museum plans to open a branch in Abu Dhabi following developments between the Tourism Authority of Abu Dhabi and the French Ministry of Culture (Darraj & Puller, 2008).
This project will significantly develop education prospects in the UAE considering that it will include a wing housing Islamic art and another one as an art restoration center.