DigiNet Arabia (DNA), which operates as part of Choueiri Group, recently announced their latest appointment as the exclusive media representative in the UAE for Brag, one of the most awarded event agencies by Dubai Tourism for the past eight years as well as one of Abu Dhabi Tourism’s preferred creative agencies.

The 5-year long tie-up which commenced on January 1, 2022, will witness DNA taking on the exclusive sale of advertising opportunities at Brag in Dubai and Abu Dhabi. Brag is an award-winning events company that specializes in producing unique experiences, 360-degree live marketing campaigns, and event-based destination marketing strategies with measurable ROI. The agency conceptualizes and orchestrates mega-events, activations, and festivals that foster community development, drive social engagement, and most importantly, break through the region’s creative boundaries.

Brag takes pride in its 10+ years track record of having directed premium live events which have gone on to become a staple part of Dubai and Abu Dhabi’s official tourism calendar. These have encompassed a wide genre of market-leading live events focused on music, food, the arts, comedy, fashion, film fitness, and culture. These include stand-out offerings such as “Sole Dxb”, “Fashion Forward”, “MOTN Festival”, “Dubai Comedy Festival,” and “Beach Canteen.”

Speaking on the new appointment, CEO & Creative Director of Brag Ramzi Nakad said in a statement that “Our strategic partnership with DNA and Choueiri Group is a major turning point for Brag as a company, the clients we service, and the cities we creatively promote. For the first time, the link between live experiences, destinations, spectators, customers, and brands will be achieved and the dream of building a sustainable financially viable events calendar for the UAE will be realized.”

Also elaborating on the development was DigiNet Arabia’s COO, Elias Traboulsi went on to state, “This partnership is inspired by the trust which we have in the UAE’s leadership, its visionary, sustainable, and very humane strategies, as well as Brag’s capabilities in bringing the finest events to the UAE. With the media scene undergoing rapid changes, brands are seeking avenues to get closer to their consumers and audiences. This partnership opens a new door of opportunity for multinational, local, and government clients, allowing them to better engage and connect with audiences through highly relatable experiences. This also offers brands the chance to exercise greater creativity, which goes beyond reach or viewership, to truly deliver greater shared experiences.”