Total has entered into a five-year partnership with Abu Dhabi Airports and the outdoor advertising company JC Decaux as part of its strategy to acquire prominent advertising spots at leading international airports.
The French multinational did not disclose the value of the deal, which covers the emirate’s three civilian airports: Abu Dhabi International, Al Bateen Executive and Al Ain International.
The decision to unveil the airport advertisement strategy in Abu Dhabi indicates the strength of the oil giant’s “long-standing commitment” to the emirate, according to Jacques-Emmanuel Saulnier, Total’s senior vice president for corporate communications.
Total has also chosen the UAE to unveil its new global brand slogan, “committed to better energy”. The campaign will be introduced in about 20 countries by the end of the year.
“Entering international air traffic hubs such as Abu Dhabi allows us to reach our target audience of international business and policy decision makers, and achieves unprecedented exposure for our new brand signature,” Mr Saulnier said.
Total has had a presence in the UAE since 1939 and is seeking to renew its operating share in Abu Dhabi’s onshore oilfields.
It is one of five international companies – along with Royal Dutch Shell, BP, ExxonMobil and Partex Oil and Gas – that share a 40 per cent stake in the 75-year-old concession that ended on January 10.
Abu Dhabi Company for Onshore Oil Operations is expected to process the bids submitted by international companies for a new concession by 2015.
The French international trade minister, Nicole Bricq, rates Total’s chances of securing a share as good, according to the Agence France-Presse news agency.
lgutcher@thenational.ae
Follow us on Twitter @Ind_Insights
