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A multi-faceted public relations program targeting the business consumer and general news media. The program was comprised of several components:
The agency acted as U.S. News bureau on behalf of Government of Dubai
Generated awareness within the business and MICE (meetings and incentive corporate and executive travel) media
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| Identified editorial opportunities in which to effectively communicate key message points to position Dubai as a formidable destination for business travelers, meetings, conventions and exhibitions |
| The agency functioned as the U.S. News Bureau for the Government of Dubai, pro-actively pitching the media. The agency provided immediate and accurate in-depth responses to media inquiries and pitched story ideas based on extensive knowledge and research |
| The agency arranged individual press visits of qualified top media representing business, and MICE media to Dubai in an effort achieve feature editorial coverage. Journalists were qualified by the public relations agency prior to travel |
Key Message Point: “Dubai is quickly becoming a viable solution for meeting professionals seeking high-end and diverse venues and accommodations. Dubai’s strong economy and stature within the international financial market positions it as a significant player in the financial industry.”
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To generate awareness among business and travel trade media promoting Dubai as ideal destination in which to conduct international congresses, conventions, and incentive and offsite programs. Additionally, the goal was to generate interest within general consumer travel.
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USA Today, July 15, 2004- Circulation: 2,280,761, "Palm resorts will boost the region's tourist credentials"
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Chicago Tribune, July 4, 2004- Circulation: 1,026,407, "A tree grows in Dubai: The world's hottest destination tops itself again
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Inside Flyer, July 2004- Circulation: 107,000, "The Road Less Traveled"
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Global Traveler, June/July 2004- Circulation: 57,820, "Quite Accommodating"
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The Toronto Star, May 22, 2004- Circulation: 446,493, "Dubai a 'beautiful' place"
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WorldGolf.com, May 20, 2004- Viewers per Month: 142,663 "Dubai golf gaining steam but not with the locals"
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The New York Times Sunday, February 15, 2004- Circulation: 1,623,697, "A Modern Oasis Stands Apart In the Mid East"
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