Company: AD Ports Group, Abu Dhabi, United Arab Emirates
Company Description: Through organic growth and partnerships, AD Ports Group has developed over the years into an integrated premier enabler of trade, industrialisation, and economic diversification. Established by Emiri Decree and owned by ADQ, one of the region’s largest holding companies with a broad portfolio of major enterprises spanning key sectors of Abu Dhabi’s diversified economy.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications Department of the Year
 Nomination Title: AD Ports Group Communication Department of the Year
- Which will you submit for your nomination in this category, a video of up to five (5) minutes in length about the achievements of the nominated department since 1 January 2020, OR written answers to the questions for this category? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
AD Ports Group’s Communication Department delivered a compelling and transformative communication strategy from 2020 – 2022, including a high volume of quality campaigns in highly challenging circumstances, keeping stakeholders informed during the COVID-19 pandemic, managing a major rebrand and supporting communications for a successful launch on the Abu Dhabi Securities Exchange in 2022.
Key initiatives include:
2020:
- Horns of Hope: A global initiative that reached more than 260 million people in over 23 countries.
- Marsa Mina Inauguration: Launching an entertainment destination for international visitors and local community.
2021:
- Managing global communication around the seafarers’ vaccination drive
- Promoting Khalifa Port Coral Relocation campaign
- HOPE Consortium – Hosting a global summit on vaccine distribution during the peak of COVID-19
- Announcing AD Ports Group’s agreement with CMA CGM Group,
- Launching Block 7, a new innovation hub in the Industrial City of Abu Dhabi
- Launching the new AD Ports Group brand
2022:
- Internal campaign to prepare the company for listing, helping executives manage the risks and understand the transformation into a listed entity.
- Full campaign to support listing its shares on the main market of the Abu Dhabi Securities Exchange (ADX)
- Launching the Regional Auto Hub and Food Market, key industrial zones focusing on specific industries.
- If you are providing written answers for your submission, you must provide an answer to this first question: Briefly describe the nominated department: its history and past performance (up to 200 words):
Total 127 words used.
AD Ports Group communication department has consistently reinvented itself over two years, working remotely for much of 2020 and 2021 and still delivering remarkable results. Through the period, as well as managing the impact of COVID-19, AD Ports Group was engaged in the launch of new business clusters and business lines, expanded its economic cities and industrial zones offering and prepared for a full rebrand. The communication department delivered a high volume of internal and external campaigns to support every one of these major business expansions, ensuring that executives were fully prepared, internal audiences understood the key messages, and reaching out to a diverse range of global stakeholders. Communication campaigns in 2021 delivered an incredible 1.7 billion page impressions reaching 584 million readers, with worldwide coverage
- If you are providing written answers for your submission, you must provide an answer to this second question: Outline the department's achievements since the beginning of 2020 that you wish to bring to the judges' attention (up to 250 words):
Total 249 words used.
Horns of Hope Initiative (2020): The creative campaign surrounding Horns of Hope, an initiative created to recognise the efforts of maritime personnel during the COVID-19 pandemic. The initiative saw ports encourage ships within their harbours to sound their horns in a gesture of solidarity. It expanded from Abu Dhabi to world-leading ports across the region, ultimately being adopted by regional and global organisations, including the International Maritime Organization. (IMO). In all, Horns of Hope reached more than 260 million people in over 23 countries.
AD Ports Group and Aqaba Development Corporation Cooperation (2021): Campaign promoting the strategic agreements signed between AD Ports Group and the Aqaba Development Corporation for the development of tourism, logistics, transport, and digital infrastructure in Aqaba, Jordan. The strategic partnership shared by the two organisations is focused on the development of the Marsa Zayed cruise terminal in Aqaba, the development and deployment of an advanced digital Port Community System, as well as exploratory efforts for the modernisation of a multipurpose port and King Hussein International Airport.
AD Ports Group Listing on Abu Dhabi Securities Exchange (ADX) (2022): Internal and external campaign surrounding AD Ports Group listing its shares on the main market of the Abu Dhabi Securities Exchange (ADX) under the ticker symbol “ADPORTS”. Prior to the listing, the Group successfully raised AED 4 billion in cash proceeds from its primary issuance, which have been dedicated to facilitating the organisation’s local expansion plans. AD Ports Group is rated A+ by S&P and A+ by Fitch.
- If you are providing written answers for your submission, you must provide an answer to this third question: Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the department's past performance (up to 250 words):
Total 249 words used.
Horns of Hope Initiative (2020): Horns of Hope was an imaginative campaign developed under pressure during the COVID-19 pandemic. A campaign that went ‘viral’ in the best way, the simple gesture of sounding ship’s horns at a specific time captured communities’ imaginations. The initiative, which was launched by AD Ports Group, was taken up by many ‘competitors’ in the port sector and was adopted by the International Maritime Organization as a global campaign later in the year. The Horns of Hope campaign reached more than 263,291,000 people around the world.
AD Ports Group and Aqaba Development Corporation Cooperation (2021): The Aqaba campaign stands out as AD Ports Group’s first major overseas launch event which introduces the brand and core brand values to a new national audience – and received highly positive responses. It included press releases, interviews, case studies, and an in-country launch event, along with the development of a media network.
AD Ports Group Listing on Abu Dhabi Securities Exchange (2022): AD Ports Group’s successful listing involved an inside-and-out culture change, helping employees understand the changes that public listing brings to an organisation that has traditionally seen itself as a government organisation. Communication played a key role in preparing the internal audience, and connecting a new range of stakeholders, including the regulatory authorities. The launch has progressed smoothly and in June 2022, AD Ports Group was named as one of Forbes top 100 listed companies in the Middle East, a remarkable achievement for a new listing.
- You have the option to answer this final question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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