Award-winning, Dubai-based Tonic Communications announced today that it is bringing one of Europe's most successful multimedia experiential marketing tools to the Middle East and North Africa.

The Expericard is a DVD or CD-ROM disk that can be loaded with high-resolution film, sound, images, text and links to websites - all delivered inside a sturdy premium-printed postcard. The disk can even be infused with a scent - fully living up to the Expericard name.

This patented postcard can be distributed in an almost unlimited number of ways, including mail, magazine insert using a lip for integration with advertising, and handout or giveaway.

Tonic's Managing Director Arnaud Verchère said the agency helps clients achieve business results through a creativity that infuses all aspects of the organisation. 'We are constantly looking for new and innovative ways to help our clients reach their customers with impact. Finding this unique, Swedish-produced communication tool and bringing it to the region is just one more example.'

The first client to use the Expericard in the region is the Park Hyatt Dubai, which will use the postcard as part of its marketing activities surrounding the Arabian Travel Market in Dubai in May.

Park Hyatt Dubai's DVD disk includes a high-quality film commercial about the property and also offers a menu through which users can explore the hotel - from the rooms and spa to the banquet facilities and restaurants - with an unrivalled clarity and depth of image, video and sound. The disk also includes fact sheets and links to the hotel's website and different venuesa).

'There is no other way for marketers to provide such a complete experience that lets customers see, hear, feel and even smell a product or service. We are excited by the tremendous diversity of uses that this product offers marketers in the region,' Verchère added.

The cost-effective Expericard can hold almost any format, including PDF, Quicktime, FLASH, VOB-files, JPG-images and AIFF-sound files.

The postcard is available in two formats: A6 size, with a mini-DVD or CD-ROM that weighs 18 grams, or A5 size, with a full-size DVD or CD-ROM that weighs 34 grams. Each postcard can hold data amounts from about 100Mb to 9.1Gb, depending on the size and format of the disc.

Tonic Communications is the sole representative for Expericard in the Middle East and North Africa.