The MENA market, as it evolves, is a powerhouse for global brands that demands attention, understanding, and an eye for cultural nuances.

For PR professionals, this is a golden era of storytelling where hyper-localisation and cultural authenticity are no longer optional but critical. In a market as dynamic as the Middle East and North Africa regions, blending the global with the local is not just about market penetration; it’s about building genuine connections with audiences who value their identity as much as innovation.

PR professionals must craft narratives that honour regional identity while leveraging global storytelling techniques. The entertainment sector in the region is taking a leap into a positive future. In contrast to the global outlook, it is evident that there is scope to build nuanced stories for the region with cinema box office revenues being a bright spot – revenue was expected to grow by 4% CAGR to $1bn in MENA between 2019 and 2024, compared with a 2.4% decline worldwide. (source: PwC) According to Mordor Intelligence, the Middle East Media and Entertainment Market is expected to reach USD 41.13 billion in 2024 and grow at a CAGR of 9.41% to reach USD 59.10 billion by 2029. These trends are driven by the region’s youthful, digitally savvy population and significant investments in culture and entertainment.

Saudi Arabia, under its Vision 2030 initiative, has allocated $64 billion to cultural and entertainment projects, while the UAE continues to position itself as a hub for global content production. Meanwhile, MENA influencers increasingly incorporate social causes into their content, reflecting the importance of aligning campaigns with regional values and priorities.

The Rise of Localised Narratives

Arabic isn’t merely a medium of communication in MENA; it’s the language of identity and pride. This is why tailoring campaigns to specific dialects can make or break a PR strategy. For instance, Saudi audiences resonate deeply with campaigns in the Najdi dialect, while Egyptian humour and colloquial Arabic often drive viral success.

Netflix’s Love is Blind: Habibi, the first local iteration of the global reality TV sensation, exemplified this approach. The campaign tapped into culturally nuanced discussions around modern relationships, blending traditional values with contemporary challenges. By leveraging local influencers and creating content in Arabic, Netflix witnessed a spike in regional viewership and robust social media engagement.

Similarly, Disney’s campaign for Encanto showcased the power of cultural alignment. By collaborating with Arabic-speaking influencers to celebrate family and community—values deeply embedded in MENA culture—Disney extended the movie’s global appeal while creating a local connection that resonated strongly with audiences.

Storytelling Through a Regional Lens

Effective storytelling in MENA is about honouring the region’s rich traditions while connecting with modern aspirations. Saudi Vision 2030, with its push for cultural and artistic expression, has paved the way for narratives that highlight regional stories with universal appeal.

For example, Netflix’s AlRawabi School for Girls campaign emphasised themes of female empowerment and bullying in school through relatable storytelling, sparking meaningful conversations about gender equality. With over 5 weeks of being popular in the top 10 most-watched titles in the region, the campaign demonstrated how PR can drive engagement and social impact simultaneously.

During Ramadan—a pivotal season for connecting with MENA audiences—Disney’s Ms. Marvel resonated by incorporating elements of Ramadan, Eid, and Muslim family dynamics into its narrative. The authenticity of the campaign ensured it became one of the most-watched titles in the region, demonstrating that culturally relevant content drives deeper engagement.

Representation: Authenticity as a Differentiator

Representation in entertainment is more than just inclusion; it’s about ensuring cultural narratives are portrayed authentically. Netflix’s Paranormal, the platform’s first Arabic original, serves as a prime example. Rooted in Egyptian folklore and using authentic dialects, the campaign appealed to regional audiences while capturing global curiosity. The result? Paranormal became one of Netflix’s top-performing titles in MENA during its release month.

On the experiential front, Disney’s activations in the MENA region showcase how immersive campaigns can amplify authenticity. For example, during Riyadh Season, Disney collaborated to bring beloved characters and themes to life through large-scale interactive exhibits and shows, such as those inspired by Marvel and Pixar franchises. These activations drew massive crowds, aligning global stories with local festivities and creating memorable family experiences that bridged cultural gaps. Such campaigns highlight how experiential marketing, grounded in authenticity, can generate significant media buzz and audience engagement.

As we further our efforts, our mission is to craft campaigns that not only reach audiences but resonate deeply with them. By leveraging cultural authenticity, tailoring messaging to local dialects, and celebrating the region’s unique narratives, we can create stories that inspire and impact in equal measure. In a region where tradition meets modernity, PR is more than just creative and innovative storytelling, it’s about ensuring those stories are heard, understood, and celebrated across the world.

Words By: Aishwarya Anand, Senior Account Manager at Atteline