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CNN –
Eko Atlantic Launches Major Advertising Campaign on CNN
Branding the Vital New City of Lagos: One of a Kind
Release Date October 1 2010
Eko Atlantic city that will rise from the ocean on
reclaimed land has started to be seen on television
screens in 200 million households and hotel rooms across
the region of Europe, the Middle East and Africa.
The ambitious marketing campaign on CNN was timed to
coincide with the recognition of 50 years of Nigerian
independence and a week of special CNN reporting from
Nigeria called i-List which is showcasing the
anniversary.
An Eko Atlantic television commercial was produced by
CNN International's in-house commercial production unit,
Turner Commercial Productions, and highlights the
concepts of the city and its development through a
series of sophisticated computer-generated images. The
commercial features Ronald Chagoury, the Executive
Chairman of Eko Atlantic, and Oba Utudeko, the Chairman
of First Bank of Nigeria Plc, one of the city's key
partners in the project.
'The main objective of Eko Atlantic is to create a
world-class international city,' explains Ronald
Chagoury during the 50-second commercial. 'We believe
that Nigeria is a land of opportunities.'
Amid the carefully blended mix of music, words and
images First Bank of Nigeria Plc gives a financial
perspective towards the city. 'For us we see a future. A
future that is defining. A future that is satisfying. A
future that brings best practices and a future that
develops a hub for business.'
The commercial shows that Eko Atlantic will grow on land
that is already rising from the sea adjacent to Victoria
Island and that it is destined to become a new gateway
to Africa. The compelling television commercial closes
with defining words from Executive Chairman Chagoury.
'We believe that when the city is finished, Eko Atlantic
will be one of a kind.'
The city is being planned and developed by South Energyx
Nigeria Limited, a subsidiary of the Chagoury Group. It
is a city designed for sustainable living, visiting,
commerce and business.
As well as protecting the natural coastline from
erosion, Eko Atlantic will relieve pressure on the
overstretched resources of Lagos, generating space and
opportunity. With its wide boulevards and its clean,
green and congestion-free streets Eko Atlantic will be a
striking example of modern urban development.
A quarter of a million people will live in Eko Atlantic
and work in its offices, shops, retail developments and
services. Around 150,000 commuters will be on the move
in the new city that will be a lively, vibrant place by
day and by night.
'We have already reclaimed more than a million square
metres of development land from the Atlantic Ocean and
we are confident that African as well as international
interest in the city will increase substantially,' says
David Frame, the Managing Director of South Energyx
Nigeria Limited. 'Our advertising campaign on CNN is
designed to increase the awareness of Eko Atlantic at a
time when we are close to starting to prepare plots of
land for our first buildings.'
The reclaimed land for Eko Atlantic is protected by the
Great Wall of Lagos that is being built more than a mile
off the coastline of Victoria Island and will act as a
barrier between the new city and the power of the
Atlantic Ocean. The wall passed the first kilometre mark
earlier this year and will stretch seven miles when it
is completed. As the power and potential violence of the
sea is being tamed by the Great Wall, a century of
accelerating land loss is being steadily reversed. Ships
are taking sand from outside the reclamation area and
repositioning it to recover the natural coastline.
The city will have its own integrated power systems,
modern and efficient facilities for drainage, sewage
treatment and irrigation. Its drinking water,
telecommunications and transport networks will be
independently operated.
The Eko Atlantic campaign on CNN will run into the first
quarter of next year. In addition the city's brand name
will also be seen as one of the co-sponsors of the CNN i-List
Nigeria week of special programming, led by Isha Sesay,
the presenter of CNN's Inside Africa show.
The programming will culminate with the 50th anniversary
of Nigeria's independence, looking at its past
achievements and exploring the challenges ahead.
In late 2009, the visionary city was recognised by the
Clinton Global Initiative as 'An environmentally
conscious city, built with nature to restore an original
coastline and protect Victoria Island, Lagos, from the
severe risk of ocean surge and flooding'.
The nine million square metres of land that is being
reclaimed from the sea will be a prime area for
development, set within the ambitious urban design of a
modern, environmentally aware city.
Eko Atlantic is the result of a joint strategic
partnership between solely private investment and the
State of Lagos and is strongly supported by the Nigerian
federal government. |
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