THE Sheraton Dubai Creek bagged the award for Best Event in 2003 at the Sheraton Miramar Resort El Gouna, which recently hosted the Starwood Public Relations annual conference for Africa & Middle East.
The three-day conference aimed at establishing a clear vision of the company’s strategic direction, as well as showcase the best Public Relations practices in 2003.
“Public Relations is very difficult to measure and sometimes goes unrecognised despite it playing such an important support role in the success of an organisation,” said Elena Mendez, area director of PR for Sheraton Hotels in Dubai and winner of the Best Event 2003 award. “The Africa & Middle East division has had the initiative in creating these awards and we are hoping that they will be transferred to other divisions around the world… We have a huge PR network in over 50 hotels in the region, which we can learn from and use to support our hotels in key markets.”
A gala dinner was hosted by Sheraton Soma Bay, where Maha Saad, director of PR for Starwood hotels in Africa and Middle East, announced the winners of the Best Public Relations Achievement in 2003. As a reward, the winners will go on a one-week incentive trip to Greece including the beautiful islands of Crete and Mykonos in appreciation to their outstanding results.
“Our award was in recognition of the creativity behind the Share-a-ton Chefs event concept held last October at the Sheraton Dubai Creek, where we auctioned out our chefs to the public raising funds for the UNICEF charity and promoted our outlet. Chefs, filled up the Creekside restaurant and obtained great media support,” explained Mendez.