Arabic Press Release

1st May, 2008

'NOTHING BUT THE BEST' FOR DAE UNIVERSITY'S MARKETING CAMPAIGN

•   Wins laurels at the US Annual Admissions Advertising awards
•   'Nothing but the Best' ad campaign wins gold
•   Silver for campaign on new faculty; ‘Live Here, Learn Here campaign wins Merit citations for brochure and logo design

It is 'Nothing but the Best' for Dubai Aerospace Enterprise University (DAE University), the region's leading aviation and aerospace educational organisation, at the US Annual Admissions Advertising Awards. The advertising and marketing campaign developed by The Alexis Agency, a Florida based creative, for DAE University won four laurels at the Award ceremony.

Instituted by the Admissions Marketing Report magazine - a leading marketing publication for higher education - the Awards selected winning entries for their exceptional quality, creativity and message effectiveness.

DAE University won the Gold Award in the Magazine Advertising/Single Ad category for its 'Nothing But the Best' ad featuring DAE Flight Academy's Eclipse 500; a Silver Award in the Magazine Advertising/Series category for the campaign on DAE University's new faculty; and a Merit Award each for the 'Live Here, Learn Here' brochure and Brand Identity (logo/letterhead) design.

His Excellency Dr. Omar Bin Sulaiman, Managing Director, DAE Group, said: “The outstanding success gained by DAE University at this international Awards event underscores our commitment to be the best, wherever we go. This is a proud achievement for Dubai, as it further enhances the city’s adherence to world-class standards, and also positions DAE University in the global spotlight as a preferred education provider in the aviation sector.”

Dr George Ebbs, President of DAE University, added: "The record-haul of four awards – the first of sorts by any educational institution in the UAE - at the Admissions Advertising Awards reflects the commitment of DAE University to the culture of excellence."

He added: ‘This is yet another success story for Dubai that emphasizes its position as a global player. The Awards will further help us to establish DAE University as a truly global institution that upholds best practices across the board. The awards are a demonstration of our ethos – working with the best and for the best."

The 23rd edition of the awards was keenly contested with over 2,000 entries from 1,000 universities and secondary schools in the US and abroad. This was the largest ever participation in the history of the event. The quality of entries was significantly high, given the increasingly competitive nature of the Awards with each passing year.

Bill Hampton, Director – Marketing and Communication, DAE University, observed: "Today, with an abundance of educational options, it is important to have a clearly defined admissions marketing effort to convey our message effectively to the student community. As a specialist education provider, DAE University was determined to stand out in our marketing and advertising efforts, and reach out to a wider cross-section, cutting across geographies.”

The award-winning campaign was part of the international marketing and advertising initiatives undertaken by DAE University. The university works with local advertising agencies for its regular marketing requirements throughout the year, but has assigned The Alexis Agency the task of creating international flagships campaigns every year. DAE University sources print production and media buying through UAE-based and regional vendors, highlighting the close participation of the organisation with regional providers.

The judges for the Admissions Advertising Awards comprise a US national panel of admissions marketers, advertising creative directors, marketing and advertising professionals and the editorial board of the magazine. The complete list of winners is published in the March edition of Admissions Marketing Report.

DAE University is the education and training arm of Dubai Aerospace Enterprise, and currently offers Bachelors programs in Flight and Aviation Management and Business Administration. Two additional Bachelors programs in Aerospace and Mechanical Engineering, and four Masters degrees in Airport Management and Operations, Global Logistics, Air Transport Management and an MBA in Aerospace Management are pending accreditation for the September 2008 term.