Ethara: A rebranding triumph in the regional entertainment landscape
Andrew Stass, brand marketing & communications director at Ethara, discusses how his company’s brand was conceived in a merger between Abu Dhabi Motorsports Management and Flash Entertainment.
As the brand marketing & communications director of Ethara, a newly formed powerhouse in the region’s entertainment and events industry, I reflect on the transformative journey of merging two pioneering entities into one dynamic brand. Our recent rebranding initiative following the merger of Abu Dhabi Motorsports Management (ADMM) and Flash Entertainment has been nothing short of monumental – both in its undertaking and its results.
The decision to integrate these two industry leaders was strategic, aimed at reshaping the regional event and venue landscape. The subsequent challenge lay in developing a cohesive brand strategy that not only honoured the legacies of ADMM and Flash Entertainment, but also forged a new identity that would resonate with a diverse mix of stakeholder groups.
Our rebranding campaign, culminating in the launch of Ethara, was meticulously planned to communicate a compelling brand narrative. It was imperative that Ethara emerged as more than just a merger of companies; it had to embody a vision of excellence and innovation, establishing itself as a global leader in event and venue management and the world of live content and entertainment.
Navigating the complexities of this rebranding journey demanded a deep understanding of our audiences’ perceptions and expectations. Our strategy centered on insights and research, benchmarking against industry leaders to uncover trends and best practices. This groundwork was essential in crafting a brand that would not only compete but set new benchmarks for excellence in an industry where standing out is essential.
The development of Ethara’s brand identity was a process of synthesis, blending the DNA of both organisations into a unified vision. The name 'Ethara', derived from the Arabic word for 'thrill', encapsulates the excitement and vibrancy of live events and entertainment. The brand's hero teal colour and remaining colour palette pays homage to our origins on Yas Island, drawing inspiration from the iconic Yas Marina Circuit and the island’s vibrant entertainment scene.
Our brand strategy extended beyond visual aesthetics to encompass a comprehensive messaging architecture, brand book, and tone of voice strategy. We wanted Ethara to be more than a corporate entity; it had to evoke emotion and capture the hearts and minds of our audience.
Central to our rebrand was the tagline, "Making Moments That Matter", reflecting our commitment to creating impactful experiences that happen only once – a line that resonates with our diverse mix of stakeholder groups; from consumers and brands, to promoters and governments. This ethos permeates every aspect of our brand narrative, positioning Ethara as a catalyst for innovation and transformation in the industry.
The success of our rebranding efforts is evident in the resonance and impact we've achieved. Beyond mass launch coverage, we've built substantial brand equity and fostered understanding of Ethara's vision, mission and capabilities. Our narrative as a visionary events and venue entity in the region has been well-received by stakeholders and audiences alike.
Looking ahead, Ethara stands poised to lead regional economic influence in entertainment, leisure and asset management. We are committed to continuing our legacy of creating unforgettable moments and setting new standards of excellence in the industry.
Our rebranding journey has been a testament to the power of strategic vision from our leadership and creative execution across the organisation. Ethara represents not just a merger of companies but a new era of innovation and impact; reflected in a cumulative attendance of over 1.3 million guests to our events and venues in 2023 alone. We invite our stakeholders and partners to join us on this exhilarating journey as we continue to make moments that matter.
