The channel is a UAE-based independent English language channel with mainly local content, with the aim of catering for the whole family and positioning itself as the one-stop channel for all Dubai viewing needs. City 7 TV is owned by the Bin Hendi Group, with Mr. Mohi Din Bin Hendi as its President.
Action Impact - after understanding City 7 TV's needs - created an event concept to deliver the message and feel of the channel to all the event attendees. The main need was to create high visibility of the brand and some of the content in a classy and high-society environment. As such, Action Impact created a complete turn-key solution for City 7 TV, covering invitation data and process, full technical production, marketing material consultation and full-time account management and support.
The entire Buddha Bar was booked for the event. Leading up to the entrance, a custom-made tunnel was erected, featuring branded decoration and a number of Plasma screens, showing channel content. An internally lit stage was designed for the event, complemented by the "glowing" branding on its fascias. Customized Plasma TV stands which were showing the special video footage for the launch were also placed throughout the venue.
The guests were entertained with a Live Jazz band all through out the evening in the background. There were short speeches from the President and the Managing Director of City 7 TV to give some background information on the venture. A few surprise gifts were also lined up for the guests during the evening which included a free stay in Burj Al Arab and a LCD television.
The event was labeled a huge success and already talked about as one of THE parties of 2006. The genre, quality and quantity of attendees exceeded all expectation, as did the amount and quality of press coverage the event received.