Bas Kooijman

THE BRIEF

Atteline’s Corporate Division supported Bas in his mission of making wealth creation more affordable and accessible for all through a comprehensive PR strategy that comprised of targeted content and strategic partnerships with an overarching goal of maximising Bas’ regional exposure and reinforcing his position as a financial guru.

THE DELIVERY

Atteline’s Corporate Division worked hand-in-hand with Bas to devise a plan that would establish his presence in the country and wider region, as well as create a pathway to target his demographic of high-net-worth individuals (HNWIs) in the long term.

This strategy included a detailed outline of content that would be drafted over a minimum period of six months while striving to ensure that his seasoned financial advice did not fall on deaf ears.

To achieve this, we created a Critical Path Strategy (CPS) of topics that journalists had informed us there was an appetite for from both publications and their readers.

This included what kind of content would be drafted, the proposed deliverable date for our clients’ review, and the expected dispatch data to the media.

However, with many of the topics remaining consistent with information that was already available online, a manner in which a fresh perspective could be provided was deemed essential.

Bas’ tone of voice was workshopped to provide his informative message in a light, fun, and digestible way – all while ensuring his position as an industry thought leader remained firmly intact.

Once solidified, Atteline’s corporate division referred to the CPS to ensure that all content would be drafted and delivered as per the agreed-upon timelines for maximum impact.

Furthermore, during this process, several tier-one publications were simultaneously contacted to form long-term partnerships including:

• The National – multiple op-eds authored and published in H1.
• In partnership with Forbes Council Bas contributes monthly commentary for piers and the wider community.

THE OUTCOME

In the end, these collective efforts resulted in great success which not only bolstered Bas’ corporate brand but also enlightened audiences about how to be financially savvy. 

Bas received, on average, 30 inquiries for his services from each op-ed that we secured with major Tier-A media publications. 

Atteline secured a retained arrangement with Bas that works towards achieving his long-term goals and benefiting both parties involved.

Furthermore, by effectively communicating Bas’ vast knowledge via commentary and expert analysis on topical issues in the finance sector, this subsequently led to us securing global broadcast interviews with major outlets such as CNBC and international podcasts like Ausbiz.

Aside from the aforementioned articles published in The National and Forbes Council, Bas was also featured in top-tier publications such as Gulf News, Khaleej Times, Forbes Middle East, Arabian Business, Al Bayan, and Al Ittihad just to name a few.

Examples of coverage secured can be found in our supporting document. Across all publications, we saw from January 7th, 2023 onwards

• More than 280 clippings 
• A circulation exceeding 645,095,078.00
• An advertising equivalent of over USD 874,748.07
• A PR Value upwards of USD 2,624,244.21