TV5Monde partnership developed for literary prize
Flint Culture brokers partnership with TV5MONDE to promote the Sheikh Zayed Book Award
More than 65 million households around the world tuning into the French-speaking television network TV5MONDE this week will be able to see an advertisement for the Sheikh Zayed Book Award (SZBA), the Arab world’s leading literary prize. The 30 second commercial, which is being aired throughout December, is part of an in-kind media partnership that Flint Culture brokered for the Award in collaboration with our Paris-based French Associate, working on a retained communications brief to promote the prize internationally.
TV5MONDE is the second largest television network in the world (after MTV), and the world’s first French-speaking television network in the MENA region.Its global reach across territories closely linked with Arabic culture, as well as its strong arts and cultural programming make it a perfect media partner for the Sheik Zayed Book Award, and explains why the agency approached this particular broadcast media outlet to develop a multi-channel partnership.
As part of the collaboration, Flint Culture commissioned a production agency with experience of working across French and Middle Eastern consumer markets to produce a 30 second advert introducing the Award to Francophone audiences. The footage, which reveals the 2022 Award ceremony at the Louvre Abu Dhabi, is accompanied by a male voiceover introducing the prize to Francophone audiences, with a call to action to find out more about the Award via its French-language website.
TV5MONDE representatives were also invited to attend the Award’s annual award ceremony at the Louvre Abu Dhabi, which the Chief Editor, Slimane Zeghidour, covered in an online feature. Additionally, SZBA provided brand exposure for TV5MONDE across its marketing and communications channels, and an in-person event in collaboration with TV5MONDE and the Alliance Française in Abu Dhabi is in development for 2023.
As Flint moves into its fourth year working with the Award, the TV5MONDE partnership is one of a constellation of long-term brand partnerships that the agency has developed for SZBA. The Bookseller, the British Centre for Literary Translation, SOAS University of London, the University of Venice, and Rutgers University Libraries are just some of the media, cultural and academic organisations that the agency will continue to build partnerships with for the Award.Watch the SZBA x TV5MONDE advertisement here.
