Press Releases

Amancorp Wins Dubai Lynx Award for Airfree UAE Consumer Launch Campaign

News Release
4th April 2010
Airfree (Amancorp Ltd RAKFTZ)
Dubai Hotel Show 2010 Stand 2A174 (Hall 2)
18-20 May 2010

Amancorp UAE Consumer Launch Campaign for Airfree Wins at MENA Advertising Industry Awards!

Dubai: Amancorp's consumer launch campaign in the UAE for Airfree air purifiers, designed by UAE advertising agency Brandcom, has won 1 Silver Medal at the MENA region's leading Advertising Industry Awards, Dubai Lynx 2010. (http://www.dubailynx.com/winners/2010/craft/index.cfm?award=3) (http://web.brandcom.ae/home/)
The "Air", "Breathe" and "Wheeze" adverts beat entrants from DSF, Saks Fifth Avenue and Wataniya Telecom (Kuwait) to win 1 Silver Award for Best Use of Typography in Print. The ads have been designed to raise awareness of poor indoor air quality in the region - a result of our year round dependence on central air conditioning, the hot, humid, dusty climate, and poor maintenance, and at the same time promoting the Airfree S-Range of domestic air purifiers for homes, schools and offices, which will launch in leading electronics stores and pharmacies in the UAE prior to World Asthma Day 2010 on 4th May. The Airfree S-Range is already available for direct orders by telephone and e-mail. (http://www.ginasthma.com/WADindex.asp) (http://www.airfree.ae)
Dubai Lynx is the MENA region Advertising Industry's prestigious annual awards and a part of the Dubai International Advertising Festival. Amancorp's launch campaign for Airfree in the UAE has now been selected for entry into the Cannes Lions - the global advertising Industry awards. (http://www.canneslions.com/)
We look forward to the Awards Ceremony in Cannes in June!
Air Problems in the UAE
The launch of Airfree Air purifiers is in response to the unique indoor air quality challenges in the UAE and wider Middle East region; challenges which are particularly poignant for all residents and tourists. HVAC systems are a breeding ground for micro-organisms such as bacteria, mould and fungi spores – and these micro-organisms exacerbate the symptoms of asthma and allergies amongst sufferers, resulting in preventable illness symptoms.

According to the Global Initiative for Asthma (GINA), 30% of the global population suffer from breathing allergies, a figure which is rising. Residents of the Gulf suffer disproportionately more from asthma and breathing allergies, regardless of ethnic background or nationality.
(http://www.ginasthma.com/ReportItem.asp?l1=2&l2=2&intId=94)

USP opportunity for MENA hotels
The ‘low allergen’ room concept – entailing purified air, low allergen bedding and furnishings, and the management of other allergy symptom causes in room - is a mature business model in the US, with 83% of guests saying they would prefer to stay in a room with treated air. More importantly, 58% of guests would be happy to pay a small premium for such a room – meaning a revenue opportunity exists. As of now, no hotel in the Middle East offers a ‘low allergen’ room and therefore an opportunity exists for a hotel to offer this as a truly unique selling point in a market where product differentiation is becoming increasingly important. Furthermore, given the unusually high rate of asthma and breathing allergy sufferers in the region, the ‘low allergen’ room concept is particularly relevant.

-End-

Editor’s Notes

About Airfree (Amancorp Ltd)
Amancorp are the exclusive regional distributors of the Airfree range of air purifiers, a globally patented, European manufactured product. Based in Dubai, we work with the entire GCC, as well as Iran and the Indian Sub Continent. Airfree sterilises the air of microorganisms at 200 degrees Centigrade via a ceramic core. At 200 degrees Centigrade, 99.9% of airborne allergens such as bacteria, viruses, mould, dust mites, fungi spores, smoke and organic odours are destroyed. In working environments, within its coverage area, Airfree leads to an average drop in airborne bacteria, mould and fungi spores of 88%. The system has no moving parts, is entirely silent, and works by convection. As a result (of no moving parts and the destruction [not collection] of unwanted microorganisms) Airfree requires no maintenance whatsoever, and the units are fully guaranteed for 5 years. Equally, the system has no emissions, and neither heat sterilisation nor ceramics technology have any toxic properties and are entirely safe. Thanks to inclusion of cooling technology, the units are safe to touch and the heat output is minimal, not even enough to affect the ambient air temperature.
Our range of units cover spaces of up to 125 cubic meters (typically rooms of 40-50 square meters – for larger spaces, multiple units are strategically positioned) and are suited to both residential and commercial applications.
Media Contacts

Michael Cunningham
Amancorp Ltd (RAKFTZ)
PO Box 117512
Tel: +971 50 554 0368
michael@amancorp.net

Contact Details for Publication
Amancorp Ltd (RAKFTZ)
PO Box 117512
Tel: +971 4352 3712
E-mail: airfree@amancorp.net

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