How Louvre Abu Dhabi’s announcement fared among focus markets for Abu Dhabi Tourism

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Summary

  • Media coverage on the opening announcement of Louvre Abu Dhabi from 6 focus markets for Abu Dhabi Tourism is analysed.
  • In each focus market (country), the most popular 10 publishers in these markets were surveyed for their coverage
  • After ten days from the announcement on 6 Sep 2017, 40% of these publishers across all focus markets reported the news on the museum’s opening. Most of them did so in the first two days while 60% didn’t cover the news.  Locus Elite statistics show that while this is already good, more can be achieved.
  • While coverage in the US and China was good, more exposure is needed in India and UK.
  • Strikingly, none of the top 5 German publishers picked up the announcement.

In detail

The announcement of Louvre Abu Dhabi finally opening its doors received a big coverage globally and lifted Abu Dhabi’s reputation as a city that values culture and art. This coverage ignited a lot of interest among travelers and art lovers worldwide and gave another reason to put Abu Dhabi on their wish list of places to visit.

For PR and Communications professionals, it is important to go beyond the ‘quantity’ of coverage into ‘quality’ of coverage as well.  There are several aspects to quality but in this post, we would like to look at one particular way of measuring quality of coverage – i.e., what proportion of the audience in a market might have seen the news that you want them to see. In the case of Louvre Abu Dhabi, what proportion of say the Indian or Chinese news readers have heard about the announcement of this magnificent museum?  One simple way to do this is to take a list of the major news publishers (web or print) by website visitors or by reputation in the market and see if all of some of them covered the news. Generally, news readers follow one or two major publishers regularly and the broader the coverage within the ‘top publishers’ in the market, the more likely it is for the target audience to have seen the desired news.

On the surface news about the opening Louvre Abu Dhabi in early Sep 2017 with over 700 articles published globally is good coverage. But how deep and wide-spread is this among the markets of interest?The Tourism Authority has a list of focus markets it intends to attract visitors from. For this analysis, we use 6 of these markets (countries) and survey the coverage from top 10 news publishers from bigger countries and top 5 from smaller countries. These markets are United States, United Kingdom, India, China, Saudi Arabia and Germany.

We found that after ten days from the announcement on 6 Sep 2017, 40% of these publishers across all focus markets reported the news on the museum’s opening. Most of them did so in the first two days and were largely original content as opposed to syndicated content from agencies. This is all good. However, certain markets fared better than the others. Germany, UK and India need particular attention. Germany especially fared poorly with almost none of the 5 top publishers we surveyed reporting the story.

Here is a full list of media outlets we surveyed together with their coverage details:

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