The Importance of Launching
The Masdar Institute is a graduate level research university, established with MIT and focused on sustainable technology. It is the focal point of Masdar City, a futuristic sustainable city in Abu Dhabi that was created by Minister of State Dr. Sultan Ahmed Al Jaber.
As the head of communications at Masdar Institute, I was responsible for ensuring that it’s critical success stories were seen in the best possible light by our target audiences.
Launch events were a cornerstone of this effort, as they allowed media and key stakeholder to directly witness the incredible collaborations and innovations taking place at Masdar Institure. I’ve included below a sample of these launch events.
Launch of the World’s First Facility to Grow Both Food and Fuel in the Desert
With partners Boeing, Etihad Airways, Takreer, GE Aviation and Safran, I led the launch of the SBRC ‘Seawater, Energy and Agriculture System’ (SEAS) at Masdar Institute. SEAS is the world’s first research facility to grow both food and fuel, using desert lands irrigated by seawater. It is located on a 2-hectare site in Masdar City, Abu Dhabi, United Arab Emirates. Operated by Masdar Institute, the facility, is funded by the Sustainable Bioenergy Research Consortium (SBRC), a group advancing the aviation industry’s commitment to reduce its carbon emissions by developing a clean, sustainable and alternative fuel supply.
The launch was a significant success for Masdar Institute in highlighting the innovative ecosystem that it is developing, in partnership with some of the world’s most recognized names in research. With support from a dedicated PR team from the Seattle APCO Worldwide office, we secured significant coverage for the launch both in the UAE, the region and internationally. The event included the participation of the UAE Minister of Climate Change and Environment, Assistant Undersecretary at the UAE Ministry of Climate Change and Environment, the President of Boeing International, and the Interim Provost of Masdar Institute, among others.