Proactiv Entertainment
Mamma Mia! A Global Smash Hit Musical in Abu Dhabi
THE BRIEF
Proactiv Entertainment enlisted the expertise of Ruder Finn Atteline to bring ABBA’s timeless music to life at Etihad Arena, Yas Island.
The objective: build anticipation and buzz with a six-month PR strategy blending top-tier media outreach, influencer partnerships, and storytelling to maximise regional reach.
THE DELIVERY
Strategic PR & Media Engagement:
- Full PR plan, press kit & key messages
- Secured interviews with top outlets (The National, Campaign ME, Sayidaty, Time Out, etc.)
Influencer Integration:
- 20+ barter partnerships with regional influencers such as @lamia_gehad, @nannumagdy, @victorialazarukofficial, @annabell_newman and more
- Drove Instagram content, including stories, reels, and posts across promotions, Valentine’s Day activations, and opening night
Event Support:
- Hosted 27 attendees (19 media, 18 influencers) for Media Day & Opening Night
- On-ground support for content creation & cast engagement
Partnerships:
- Secured Ahlan! magazine as strategic media partner with a pink carpet activation
- Facilitated citywide activations with several brand partners such at Tips & Toes, CRANK and Barbossa
THE OUTCOME
- 285 media articles across GCC
- $593K+ AVE
- 213M+ audience reach
- 23 cast interviews
- 59 influencer posts with authentic engagement
- Long-term media & influencer relationships strengthened