Sofitel Dubai The Palm

THE BRIEF

Sofitel Dubai The Palm was ready for a bold announcement.

Our role was to announce the launch of the property’s luxury Signature Collection of bespoke suites and villas, a boutique hotel experience that promises exceptional stays, seamlessly merging the French Riviera charm with the allure of Dubai.

THE DELIVERY

To meet the brief, we created a robust launch strategy encompassing tactical media relations via two announcement press releases, media interviews with the relevant spokespeople, influencer engagement, media reviews, as well as an official launch event.

Prior to the launch, an industry-focused press release announcing Sofitel Dubai The Palm’s portfolio expansion was shared with key trade media titles in the region.

Following the announcement, the focus shifted towards planning and executing the exclusive reveal in the format of a candle-light themed event which was well attended by top-tier media, influencers and KOLs.

On the day of the official opening, we dispatched a consumer-focused press release announcing the opening, alongside the several exciting entertainment and dining activities taking place at the property.

An ongoing tactic from our end was to frequently host media and influencers to review the property and cover it on print, online and social media platforms.

THE OUTCOME

• Engaged with the media – We saw a total PR value of over $358,786.89 in the first two months of the launch
• Built brand awareness – With a total circulation of over 14,971,517 – we put the brand in front of new audiences
• Managed brand reputation – Through 100% key message penetration in our coverage, our brand messaging was positive and accurate.