Abu Dhabi Media and RAI COM to cross-promote Expos

Abu Dhabi Media and Italy’s RAI COM have signed an initial agreement to boost cooperation and promote Expo 2015 to be held in Milan as well as Expo2020 in Dubai.

The three-year agreement was signed yesterday in Dubai during the Globe Soccer event at the Atlantis Hotel.

“Our partnership with RAI COM will facilitate knowledge transfer and best-practice exchange across several facets of the media industry including production, publishing and digital,” said Mohamed Ebraheem Al Mahmood, the chairman and managing director of Abu Dhabi Media.

The deal will help promote tourism and cultural interests and will allow Abu Dhabi Media to work in close cooperation with RAI COM on branding, logistics and production.

“The first objective is to grant complete coverage and detailed information about Expo 2015 in the UAE. This will pave the road for a successful Expo 2020 taking place in the UAE. By signing this agreement, AD Media and RAI Com will follow the tradition of the partnership started with Ferrari and continued with Alitalia, looking together towards a bright and successful future,” said Luigi de Siervo, the managing director of RAI COM.

Abu Dhabi-based Aldar Properties has built Ferrari World on Yas Island in the capital, while Etihad Airways has bought a 49 per cent stake in Italy’s flag carrier.

Abu Dhabi Media, the parent company of The National, operates 18 brands across broadcast, publishing, and digital media platforms. Its digital sector has established strategic partnerships with companies such as Universal Music Group, Sony Music Entertainment, VEVO, National Geographic Abu Dhabi and National Geographic Al Arabiya magazine.

The Italian state broadcaster RAI COM produces broadcast satellite and terrestrial TV and radio channels.

dalsaadi@thenational.ae