The Abu Dhabi Edition

THE BRIEF

The Abu Dhabi EDITION was ready for a bold announcement.

Our role was to announce the launch of the Ramadan menu created by property’s exclusive partner, Michelin-starred, Chef Tom Aikens in collaboration with avant-garde local Chef Mohamad Orfali.

Our primary objectives were to reinforce The Abu Dhabi EDITION’s positioning within the hospitality and F&B scene while bolstering further brand education around the property’s unique F&B offering amongst residents of the capital.

THE DELIVERY

Media relations, influencer engagement and a carefully-tailored preview event were the core of our strategic execution. Prior to the official launch of the Ramadan menu, a carefully-tailored press release was sent out to specific tier-I media titles in the UAE, under embargo.

Additionally, we worked closely with the The Abu Dhabi EDITION team to create bespoke staycation experiences for top-tier media and influencers at the property that revolved around gastronomic experiences and one-to-ones with Chef Tom himself.

Simultaneously, we planned and executed the exclusive menu tasting event in the format of an Iftar-like experience which was well attended by media, influencers and KOLs in the presence of both chefs. Post-event, we dispatched the official press release to the wider press in English & Arabic.

An ongoing tactic from our end was to consistently host media and influencers to review the menu throughout Ramadan and cover it on print, online and social media platforms.

THE OUTCOME

• Engaged with the media – We saw a total PR value of over $223,486.29 in the first two weeks following the event

• Increased brand awareness – With a total circulation of over 9,038,526 we got the property as well as the new Ramadan menu in front of new audiences

• Managed brand reputation – Through 100% key message penetration in our coverage, our brand messaging was positive and accurate