OUR WORK

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Le Gray Beirut

  • Position Le Gray as Beirut’s top 5-star property, distinguishing it from the generic offerings of other hotels by highlighting its artistic design ethos and commitment to service
  • Developed a series of newsworthy stories to ensure quality media presence pre- and post-opening.
  • Invited influential journalists and bloggers to experience Le Gray Beirut in person to develop personal, in-depth ‘hero’ features, including. Harper’s Bazaar Arabia, Hello! Middle East, Esquire Middle East, Grazia Middle East, Robb Report Arabia, Cosmopolitan Middle East and many more
  • Positioned Gordon Campbell Gray as a leader in the hospitality industry by the way of exclusive interviews and cover stories with top publications in the region including: Hotelier Middle East, The National, Esquire Middle East, Arabian Business, Hello! Middle East and others
  • Group & Individual press trips by top magazines and publications in the region
  • More than 670 articles published in GCC titles between 2009 and 2015
  • Gordon Campbell Gray featured in Esquire Magazine’s “Best Dressed” in 2011 and 2012, plus featured in 20+ interview features and two front covers
  •  Le Gray featured in the Ahlan! Hot 100 in 2010, 2011 and 2012
  • High awareness of the hotel among key target groups in the GCC and regular placement as Beirut’s top hotel in Lebanon travel features
Baros Maldives_Aerial View

Baros Maldives

  • Introduce the hotel to the Middle East market and achieve a high level of awareness and media presence, positioning Baros as one of the Maldives’ top luxury resorts
  • Differentiate the resort among a growing number of hotel openings in the Maldives
  •  Developed a series of newsworthy stories to highlight the hotel’s differentiating features, focusing primarily on its history/authenticity, prime location and its commitment to romance
  •  Successfully coordinated a series of individual press trips for top-tier media, ensuring the appropriate messages reached the right audience
  •  Maintained constant communication with key travel and lifestyle publications, keeping abreast relevant features and maintaining regular media presence for Baros Maldives in key English, Arabic and Russian media based in the GCC.
  • Arrange numerous one-on-one interviews between key media and a hotel spokesperson and developed a number of publication-specific stories
  • More than 505 articles published during the period May 2011 – October 2015 as a result of the PR campaign
  • Client cited an impressive increase in arrivals from GCC-based guests of over 35% year-on-year since the start of the PR campaign, the majority of which are direct bookings
Twinings-min

Twinings : Six week PR campaign

  • Refresh the brand image in the GCC market and reaffirm its positioning as a premium and authentic English product
  • Educate the media and, consequently, the targeted consumer about the history and quality of the brand
  • We organised an exclusive high tea media event at the Burj Al Arab Hotel and invited top-tier target media to attend.
  • Press interviews were arranged at the event for Mr Stephen Twining, 10th generation of the Twining family, who was in attendance.
  • Q&As were also arranged for Mr Stephen Twining and the company’s master tea blender in the weeks following the event to secure additional features
  • After the short six week campaign, 30 articles were published as a direct result of the PR campaign, including in The National, City Times, Caterer Middle East, BBC Good Food and Good Taste.
  • The heritage and history of the brand was highlighted through X interviews with Mr Stephen Twining, who effectively communicated the brand’s key messages through the press.
rose

O’de Rose boutique

  • Increase awareness of the Dubai-based boutique which offers clothing, accessories, furniture and contemporary art and home décor, positioning it  as Dubai’s favourite eclectic boutique
  • Developed a series of newsworthy stories, as well as regular in-store events, to ensure quality coverage and successfully create significant media presence for the brand
  • Planned and coordinated a constant stream of media product loans and photo shoots, ensuring the presence of o’de rose in key interiors, women’s and fashion media
  • Secured regular one-on-one interviews between key media and the boutique’s spokesperson, developing a number of publication-specific stories.
  • Successfully organized a series of events in-store, from launches of new product lines to fashion bazaars, and ensured key media attendance and follow up.
  • Carried out regular drives for relevant product-placement in key fashion and lifestyle media
  • 600+ press articles were published between 2012 – 2015
  • o’de rose was regularly positioned as one of Dubai’s favourite boutiques for luxurious, eclectic and unique interiors and fashion
  • Over 30 interviews with the owner featured in a combination of print, online and TV, including Hello! Middle East, OK! Middle East, gheir.com, MBC TV, What’s On and more
St. Regis-min

St Regis Saadiyat Resort

  • Develop an effective PR campaign to launch the first St Regis hotel in the Middle East, and essentially introduce the brand to the region for the very first time
  • AllDetails worked closely with the client to formulate a media strategy for the pre-opening and launch stages, concentrating on developing a series of newsworthy stories, as well as relevant steady news, to ensure quality coverage and successfully create significant media presence pre and post opening
  • AllDetails rolled out a strategically planned PR timeline, which focused on initially targeting the trade media, followed by the consumer media as the resort neared its opening date
  • AllDetails successfully planned and coordinated a series of key hotel experiences for groups of target media, ensuring the appropriate messages reached the right audience
  • Arranged numerous one-on-one interviews between key media and hotel management and developed a number of publication-specific stories to stand out from the media clutter
  • AllDetails pitched St Regis Saadiyat Island as a photo-shoot location for key fashion and travel magazines and arranged photo-shoots with high-profile publications
  • More than 220 articles published during the period May 2011 – May 2012
  • Significant increase in awareness among all key target groups for St Regis Saadiyat Island Resort and the St Regis brand in general
  • Consistent positioning of St Regis Saadiyat Island Resort as one of the top resorts in the UAE
Dream Collection - GranTurismo Sport

Hertz Rent A Car

  • Devise a change of strategy, which previously focused mostly on trade, to a more lifestyle focused message
  • Inject some ‘personality’ in the brand and generate interest amongst lifestyle/consumer media with content that interests their readers
  • Highlight Hertz’ positioning as a premier lifestyle brand through the recognition of its ‘white-glove premier services’, luxurious vehicle offerings and excellent partnerships including airlines and loyalty programs
  • Bring the company’s luxurious ‘Dream Collection’ to the attention of target HNWI travelling abroad through an exclusive media event, which took place at a popular, high-end Dubai restaurant.
  • We arranged a CSR collaboration between Hertz and UAE-based empathy organization the [sameness] project for their Water for Workers initiative which calls upon volunteers to distribute cold water to labourers working in the summer heat throughout Dubai. Hertz provided 10 cars for volunteers to use to reach the sites where the bottled water was distributed. This was publicised in the local press.
  • Ongoing media campaign  through relevant press announcements and Q&As with Hertz management
  • 15 tier-one media in attendance for the ‘Dream Collection’ press lunch.
  • Increased visibility of Hertz in lifestyle media: 65% of coverage appeared in lifestyle/consumer titles between May – August 2014.
  • A total of 137 Dream Collection rental days over 15 transactions in Europe from the ME since the launch of the campaign compared to zero rentals prior to the start of the campaign.
  • 135 pieces of print and online coverage during the period of May 2014 – June 2015.
  • Great coverage in local press in response to Hertz’s contribution to the Water for Workers initiative, including in The National, 7 Days, What’s On, among others