Film festival accounts go to Jiwin and Bates

Bates PanGulf and Jiwin have won contracts to promote the third Dubai International Film Festival, which takes place in December.

The two agencies replace Brandcom and Asda'a, who handled the advertising and PR respectively for last year's festival. Incumbent MindShare has retained the media buying brief.

Shivani Pandya, DIFF executive director of festival operations, said: "During the pitch, Bates PanGulf demonstrated its ability to effectively translate our core values into strong advertising, providing us with confidence in their ability to further assist us in our efforts."

The main advertising campaign for DIFF 2006 will break during the last quarter of the year. However, other activities are being planned in the run-up to the event.

Pandya said the appointment of Jiwin - the PR arm of Dubai Press Club - followed a decision by DIFF to reach out to an extensive media base in the region, as well as filmgoers, industry professionals and media representatives.

"Through Jiwin's knowledge base and expertise, we hope to develop effective PR strategies aligned with other media projects like Dubai Studio City," said Pandya.

Last year's event saw more than 30,000 admissions. Attendance this year is expected to increase thanks to wider participation from the Arab film-making community.

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