Outside of New York City, few people have heard of Lewis Rudin. But in 1971, with the city facing the worst economic slump in its history, the real-estate developer sent a historic telegram summoning 125 key chief executives to a meeting at the Regency Hotel on Park Avenue.
"As a leader of your industry in New York City you are urged to attend a special luncheon meeting Tuesday, December 1st, 12:00 noon," it read.
"We have mapped plans for direct and immediate action to hold businesses in New York City and to attract new businesses. To protect your investment it is of vital importance that you attend."
It was the birth of the Association for a Better New York, a coalition of business leaders, workers, organisations and politicians that went on to rebrand and reinvent New York as "The Big Apple".
According to Miriam Greenberg, a professor of sociology at the University of California at Santa Cruz and author of the 2008 book Branding New York: How a City in Crisis Was Sold to the World, until the mid-Seventies New York had a bad international reputation as a dangerous place, created largely by an endless stream of feel-bad films - such as Taxi Driver, Escape from New York, the Death Wish franchise and Fort Apache, The Bronx.
And then, in 1977, came the "I love New York" campaign, conceived by the New York State Department of Commerce and supported by Rudin's Association for a Better New York.
"It became very quickly an extremely successful campaign, at least in cultural terms," Dr Greenberg told The New York Times in a 2008 interview.
"They used great local talent ... to design the logo, TV ads that featured members of great musicals on Broadway, emotional appeals with cast members staring straight into the camera."
Jack Arrowsmith, global marketing manager for FutureBrand, the London-based international brand consultancy, says other countries have much to learn from previous national branding campaigns, including "I Live New York" but also "100% Pure New Zealand", which began a decade ago and continues to run.
"That has been very successful. They started it as speculative ad campaign, but have really worked on the overall strategy and how that relates to New Zealand as a country.
"That's how most country brands start out, seeking to raise tourism numbers, but they then want to make people more aware of the country itself, its history, culture its heritage - why it's good to visit as a tourist but also why it's good to do business and to live there."
Likewise, Singapore's "Uniquely Singapore" campaign, which ended two years ago, did the right job at the right time - stressing the country's unique qualities in terms of both its neighbours and the West. And last month, Abu Dhabi took over New York's Times Square to promote itself as a tourist destination.
For the past seven years FutureBrand has produced the influential Country Brand Index, which assesses global perceptions of nations on a range of measures.
Canada, says Arrowsmith, used the index to tailor its marketing plan over the past few years "and you can actually see that their brand has been elevated in the index. They made a conscious effort to have a dedicated team who worked to change the perception of Canada for the better and they used the Vancouver winter games two years ago as a platform to do that."
Big events, he says, are always a good way to showcase a country - but a nation must deliver on its promises.
London, he says, is making the most of the impending Olympics. "With the Great Britain campaign they released about nine months ago they have got their ducks in a row in terms of who we are as a country and what we should say ... and in addition to that they've created a very well-put-together games. It's about showing Britain as a nation that's open to the world and can deal with the biggest events."
And, says Arrowsmith, global marketing manager for FutureBrand, whatever logo the UAE picks to project its global image, the 2011-12 report shows that the country has already done its essential groundwork.
"There's a difference between raising your profile and getting the right attention," he said. "You have to live up to whatever you're saying - there's no point saying things if you can't deliver - and the UAE certainly has something to sell."
In the MENA region, the UAE reigns supreme in the latest Country Brand Index, up from third place last year to hold the top slot, ahead of Israel and Egypt, but it owes its 25th place overall out of the 113 countries surveyed to a blend of positive attributes.
The UAE is rated at ninth place for job opportunities, one spot after Qatar and the only other Middle Eastern country in the top ten, beating the UK and Japan, and with Switzerland, Australia and Sweden in the top three slots.
At 15th position, it is the highest-placed Middle Eastern country for standard of living, and at 19th for quality of life - sandwiched between France and Spain.
When it comes to "Good for business", a category led by Europe's three solid big hitters - Switzerland, Sweden and Germany - in 20th place the UAE is the only regional player in the top 25.
As a result, perhaps, of the globally recognised work of organisations such as Masdar and Mubadala, the UAE holds a highly creditable 11th place for its advanced technology - a category dominated, unsurprisingly, by Japan, the US and Germany.
Unsurprisingly, the UAE holds its own when it comes to tourism. At 25th slot, in company with such tourism giants as the US, the Maldives and Mauritius, it is the only regional player - and when it comes to the quality of resorts the UAE is in sixth place, beaten only by Maldives, Mauritius, Japan, Switzerland and the US.
jgornall@thenational.ae
Ferrari 12Cilindri specs
Engine: naturally aspirated 6.5-liter V12
Power: 819hp
Torque: 678Nm at 7,250rpm
Price: From Dh1,700,000
Available: Now
Killing of Qassem Suleimani
Empire of Enchantment: The Story of Indian Magic
John Zubrzycki, Hurst Publishers
COMPANY%20PROFILE
%3Cp%3EFounder%3A%20Hani%20Abu%20Ghazaleh%3Cbr%3EBased%3A%20Abu%20Dhabi%2C%20with%20an%20office%20in%20Montreal%3Cbr%3EFounded%3A%202018%3Cbr%3ESector%3A%20Virtual%20Reality%3Cbr%3EInvestment%20raised%3A%20%241.2%20million%2C%20and%20nearing%20close%20of%20%245%20million%20new%20funding%20round%3Cbr%3ENumber%20of%20employees%3A%2012%3C%2Fp%3E%0A
F1 The Movie
Starring: Brad Pitt, Damson Idris, Kerry Condon, Javier Bardem
Director: Joseph Kosinski
Rating: 4/5
ICC men's cricketer of the year
2004 - Rahul Dravid (IND) ; 2005 - Jacques Kallis (SA) and Andrew Flintoff (ENG); 2006 - Ricky Ponting (AUS); 2007 - Ricky Ponting; 2008 - Shivnarine Chanderpaul (WI); 2009 - Mitchell Johnson (AUS); 2010 - Sachin Tendulkar (IND); 2011 - Jonathan Trott (ENG); 2012 - Kumar Sangakkara (SL); 2013 - Michael Clarke (AUS); 2014 - Mitchell Johnson; 2015 - Steve Smith (AUS); 2016 - Ravichandran Ashwin (IND); 2017 - Virat Kohli (IND); 2018 - Virat Kohli; 2019 - Ben Stokes (ENG); 2021 - Shaheen Afridi
UAE currency: the story behind the money in your pockets
Nepotism is the name of the game
Salman Khan’s father, Salim Khan, is one of Bollywood’s most legendary screenwriters. Through his partnership with co-writer Javed Akhtar, Salim is credited with having paved the path for the Indian film industry’s blockbuster format in the 1970s. Something his son now rules the roost of. More importantly, the Salim-Javed duo also created the persona of the “angry young man” for Bollywood megastar Amitabh Bachchan in the 1970s, reflecting the angst of the average Indian. In choosing to be the ordinary man’s “hero” as opposed to a thespian in new Bollywood, Salman Khan remains tightly linked to his father’s oeuvre. Thanks dad.
The results of the first round are as follows:
Qais Saied (Independent): 18.4 per cent
Nabil Karoui (Qalb Tounes): 15.58 per cent
Abdelfattah Mourou (Ennahdha party): 12.88 per cent
Abdelkarim Zbidi (two-time defence minister backed by Nidaa Tounes party): 10.7 per cent
Youssef Chahed (former prime minister, leader of Long Live Tunisia): 7.3 per cent
Results
%3Cp%3E%3Cstrong%3EStage%207%3A%3C%2Fstrong%3E%3Cbr%3E1.%20Adam%20Yates%20(GBR)%20UAE%20Team%20Emirates%20%E2%80%93%203hrs%2029min%2042ses%3Cbr%3E2.%20Remco%20Evenepoel%20(BEL)%20Soudal%20Quick-Step%20%E2%80%93%2010sec%3Cbr%3E3.%20Geoffrey%20Bouchard%20(FRA)%20AG2R%20Citroen%20Team%20%E2%80%93%2042sec%3Cbr%3E%3Cstrong%3EGeneral%20Classification%3A%3C%2Fstrong%3E%3Cbr%3E1.%20Remco%20Evenepoel%20(BEL)%20Soudal%20Quick-Step%3Cbr%3E2.%20Lucas%20Plapp%20(AUS)%20Ineos%20Grenaders%20%E2%80%93%2059se%3Cbr%3E3.%20Adam%20Yates%20(GBR)%20UAE%20Team%20Emirates%20%E2%80%9360sec%3Cbr%3ERed%20Jersey%20(General%20Classification)%3A%20Remco%20Evenepoel%20(BEL)%20Soudal%20Quick-Step%3Cbr%3EGreen%20Jersey%20(Points%20Classification)%3A%20Tim%20Merlier%20(BEL)%20Soudal%20Quick-Step%3Cbr%3EWhite%20Jersey%20(Young%20Rider%20Classification)%3A%20Remco%20Evenepoel%20(BEL)%20Soudal%20Quick-Step%3Cbr%3EBlack%20Jersey%20(Intermediate%20Sprint%20Classification)%3A%20Edward%20Planckaert%20(FRA)%20Alpecin-Deceuninck%3C%2Fp%3E%0A
Pharaoh's curse
British aristocrat Lord Carnarvon, who funded the expedition to find the Tutankhamun tomb, died in a Cairo hotel four months after the crypt was opened.
He had been in poor health for many years after a car crash, and a mosquito bite made worse by a shaving cut led to blood poisoning and pneumonia.
Reports at the time said Lord Carnarvon suffered from “pain as the inflammation affected the nasal passages and eyes”.
Decades later, scientists contended he had died of aspergillosis after inhaling spores of the fungus aspergillus in the tomb, which can lie dormant for months. The fact several others who entered were also found dead withiin a short time led to the myth of the curse.
Company%20profile
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Global state-owned investor ranking by size
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United States
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China
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UAE
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Japan
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5
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Norway
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Canada
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Singapore
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Australia
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Saudi Arabia
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South Korea
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Company profile
Date started: 2015
Founder: John Tsioris and Ioanna Angelidaki
Based: Dubai
Sector: Online grocery delivery
Staff: 200
Funding: Undisclosed, but investors include the Jabbar Internet Group and Venture Friends
UAE currency: the story behind the money in your pockets
How being social media savvy can improve your well being
Next time when procastinating online remember that you can save thousands on paying for a personal trainer and a gym membership simply by watching YouTube videos and keeping up with the latest health tips and trends.
As social media apps are becoming more and more consumed by health experts and nutritionists who are using it to awareness and encourage patients to engage in physical activity.
Elizabeth Watson, a personal trainer from Stay Fit gym in Abu Dhabi suggests that “individuals can use social media as a means of keeping fit, there are a lot of great exercises you can do and train from experts at home just by watching videos on YouTube”.
Norlyn Torrena, a clinical nutritionist from Burjeel Hospital advises her clients to be more technologically active “most of my clients are so engaged with their phones that I advise them to download applications that offer health related services”.
Torrena said that “most people believe that dieting and keeping fit is boring”.
However, by using social media apps keeping fit means that people are “modern and are kept up to date with the latest heath tips and trends”.
“It can be a guide to a healthy lifestyle and exercise if used in the correct way, so I really encourage my clients to download health applications” said Mrs Torrena.
People can also connect with each other and exchange “tips and notes, it’s extremely healthy and fun”.
Key facilities
- Olympic-size swimming pool with a split bulkhead for multi-use configurations, including water polo and 50m/25m training lanes
- Premier League-standard football pitch
- 400m Olympic running track
- NBA-spec basketball court with auditorium
- 600-seat auditorium
- Spaces for historical and cultural exploration
- An elevated football field that doubles as a helipad
- Specialist robotics and science laboratories
- AR and VR-enabled learning centres
- Disruption Lab and Research Centre for developing entrepreneurial skills
Dengue%20fever%20symptoms
%3Cp%3EHigh%20fever%20(40%C2%B0C%2F104%C2%B0F)%3Cbr%3ESevere%20headache%3Cbr%3EPain%20behind%20the%20eyes%3Cbr%3EMuscle%20and%20joint%20pains%3Cbr%3ENausea%3Cbr%3EVomiting%3Cbr%3ESwollen%20glands%3Cbr%3ERash%26nbsp%3B%3C%2Fp%3E%0A
Our legal consultant
Name: Hassan Mohsen Elhais
Position: legal consultant with Al Rowaad Advocates and Legal Consultants.
Sui Dhaaga: Made in India
Director: Sharat Katariya
Starring: Varun Dhawan, Anushka Sharma, Raghubir Yadav
3.5/5
The specs
Engine: Four electric motors, one at each wheel
Power: 579hp
Torque: 859Nm
Transmission: Single-speed automatic
Price: From Dh825,900
On sale: Now
The Byblos iftar in numbers
29 or 30 days – the number of iftar services held during the holy month
50 staff members required to prepare an iftar
200 to 350 the number of people served iftar nightly
160 litres of the traditional Ramadan drink, jalab, is served in total
500 litres of soup is served during the holy month
200 kilograms of meat is used for various dishes
350 kilograms of onion is used in dishes
5 minutes – the average time that staff have to eat
Match info
Australia 580
Pakistan 240 and 335
Result: Australia win by an innings and five runs
Remaining fixtures
Third-place-play-off: Portugal v Mexico, 4pm on Sunday
Final: Chile v Germany, 10pm on Sunday
SPEC%20SHEET%3A%20APPLE%20M3%20MACBOOK%20AIR%20(13%22)
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COMPANY PROFILE
Name: Kumulus Water
Started: 2021
Founders: Iheb Triki and Mohamed Ali Abid
Based: Tunisia
Sector: Water technology
Number of staff: 22
Investment raised: $4 million
'The worst thing you can eat'
Trans fat is typically found in fried and baked goods, but you may be consuming more than you think.
Powdered coffee creamer, microwave popcorn and virtually anything processed with a crust is likely to contain it, as this guide from Mayo Clinic outlines:
Baked goods - Most cakes, cookies, pie crusts and crackers contain shortening, which is usually made from partially hydrogenated vegetable oil. Ready-made frosting is another source of trans fat.
Snacks - Potato, corn and tortilla chips often contain trans fat. And while popcorn can be a healthy snack, many types of packaged or microwave popcorn use trans fat to help cook or flavour the popcorn.
Fried food - Foods that require deep frying — french fries, doughnuts and fried chicken — can contain trans fat from the oil used in the cooking process.
Refrigerator dough - Products such as canned biscuits and cinnamon rolls often contain trans fat, as do frozen pizza crusts.
Creamer and margarine - Nondairy coffee creamer and stick margarines also may contain partially hydrogenated vegetable oils.
The specs
Engine: 1.5-litre turbo
Power: 181hp
Torque: 230Nm
Transmission: 6-speed automatic
Starting price: Dh79,000
On sale: Now
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