The icons of pop made their long-awaited return to the UAE, putting on an unforgettable show, which sold out in under 6 hours
On May 7th, the Etihad Arena in Yas Island, Abu Dhabi, was set ablaze as the Backstreet Boys, one of the best-selling bands of all time, took to the stage for an exclusive and highly anticipated show as part of the Middle East, South Africa, and India leg of their DNA World Tour. Katch International, the PR and communication partner for the event, played a vital role in ensuring its success by leading the charge when it came to all things media related. A truly unforgettable night of classic 90s hits, the return of Backstreet Boys to the UAE will go down as one of the greatest shows this country has ever witnessed.
Fans of pop and R&B got a real treat as the Backstreet Boys delivered a jaw-dropping performance in the heart of the UAE capital. Comprising Nick Carter, Howie Dorough, AJ McLean, Brian Littrell, and Kevin Richardson, the iconic American vocal group has been entertaining audiences since the early 90s. With a repertoire of globally recognised hits such as "I Want It That Way" and "Everybody," along with newer releases from their DNA album, including "Don't Go Breaking My Heart" and "New Love," the concertgoers were immersed in an unrivalled musical experience.
Presented by Live Nation Middle East, the Backstreet Boys' concert in Abu Dhabi made history by selling out in a remarkable six hours. Every seat across all categories was quickly snapped up, underscoring the band's enduring popularity in the region. The overwhelming response from fans showcased the immense excitement and anticipation surrounding the event.
As the PR and communication partner, Katch International played a pivotal role in promoting and coordinating various aspects of the concert. These efforts encompassed drafting compelling press releases, securing extensive media coverage, coordinating media tickets and accreditations, and fostering valuable media partnerships.
Katch International's media outreach resulted in widespread coverage across the top publications in the UAE. Esteemed outlets such as Lovin Dubai, Khaleej Times, Gulf News, The National, What's On Dubai, What's on Abu Dhabi, Esquire, Harper’s Bazaar, Arabian Business, Al-Itihad, Vogue Arabia, and more featured the Backstreet Boys concert, amplifying its reach and impact. Through strategic collaboration with these influential media platforms, Katch International ensured maximum exposure for the event.
To further engage fans and enhance the concert experience, Katch International secured a partnership with Lucky Voice, Dubai’s favourite karaoke bar located in Grand Millennium, Barsha Heights. This collaboration resulted in two exciting Backstreet Boys-themed drunch and brunch events. Attendees had the opportunity to win concert tickets by spending AED1,000 during the drunch and participating in a thrilling Backstreet Boys sing-off during the brunch. Katch International also facilitated media buying with prominent platforms such as Yalla Abu Dhabi, Timeout Dubai/AD, and Fact Magazine to promote this captivating activation.
Katch International orchestrated a comprehensive promotional campaign to generate awareness and drive attendance for the Lucky Voice activation. This multifaceted campaign involved captivating social media posts on Facebook and Instagram, strategic paid advertisements on various platforms, targeted SMS and email marketing to relevant databases, and eye-catching physical flyers displayed throughout the property. As a result, the Lucky Voice activation attracted approximately 322 guests for the Friday drunch and over 50 guests for the Saturday brunch.
Katch International's dedicated efforts yielded remarkable results, with a total AD value of AED2,513,950 and a total PR value of AED8,615,325. Katch’s meticulous work also secured over 291 pieces of coverage across diverse media outlets, further elevating the visibility and success of the Backstreet Boys’ concert.
The Backstreet Boys' concert at Etihad Arena, Yas Island, Abu Dhabi will be remembered as a night of pure musical magic. With Katch International's support as the PR and communication partner, the event garnered unparalleled attention and sold out in record time. The concert served as a testament to the Backstreet Boys' enduring talent and the unwavering loyalty of their fans.
The electrifying performance by these iconic pop idols showcased their impeccable showmanship and the timeless appeal of their music. As the crowd sang along to every word and danced to the infectious beats, the atmosphere was charged with an overwhelming sense of joy and nostalgia. It was a truly unforgettable experience that reminded everyone why the Backstreet Boys remain one of the most beloved boy bands of all time.
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