A1rwater

THE BRIEF

In July 2024, A1RWATER™, a water innovation company, partnered with Atteline to accelerate its mission of addressing water scarcity through advanced atmospheric water generation (AWG) technology.

Atteline was entrusted with launching a public relations campaign to establish A1RWATER’s presence, educate the public on its proprietary technology, and position the company’s key spokespeople as industry leaders.

Founded in 2018 and headquartered in Abu Dhabi, UAE, A1RWATER has been at the forefront of transforming air into pure, sustainable drinking water. Atteline’s PR efforts extended across the UAE, KSA, and the wider GCC, a region characterised by arid conditions and rising water demands.

The campaign emphasised A1RWATER’s commitment to eliminating single-use plastics, highlighted its proprietary on-site renewable water generation technology, and reinforced its leadership in shaping the future of water access and sustainability.

THE DELIVERY

In September 2024, Atteline announced A1RWATER’s expansion with the launch of a state-of-the-art facility in Dubai Industrial City, capable of producing over 100,000 litres of pure drinking water daily.

The facility is equipped with more than 50 A1R3000 atmospheric water generation units, each producing 3,000 litres of drinking water per day. This water is bottled in reusable glass bottles, significantly reducing the environmental impact of single-use plastics and aligning with the UAE’s sustainability goals, including Net Zero 2050 and the Water Security Strategy 2036.

Atteline also supported A1RWATER’s impactful collaborations, such as its partnership with Umm Al Emarat Park in Abu Dhabi. This initiative underscored A1RWATER’s dedication to community and environmental sustainability by installing atmospheric water generators at the park to provide free, eco-friendly hydration for visitors.

The initiative not only reduced reliance on single-use plastic bottles but also raised public awareness about sustainable hydration practices, further supporting the UAE’s broader environmental goals.

Internationally, Atteline played a pivotal role in A1RWATER’s global expansion. This included facilitating entry into the U.S. market by publicising key executive appointments to spearhead operations. The expansion strategy featured the launch of a first-of-its-kind consumer product tailored specifically for the U.S. market, leveraging the advanced atmospheric water generation technology developed in the UAE.

Most recently, Atteline helped A1RWATER deliver a groundbreaking showcase during the Formula One (F1) Etihad Airways Abu Dhabi Grand Prix in December 2024. As part of its commitment to sustainability and innovation, A1RWATER provided over 75,000 Yas Marina Circuit co-branded cans of its premium water, sourced directly from the air, to drivers and fans.

The PR team also supported the unveiling of the revolutionary A1Rtower at the event, reinforcing A1RWATER’s mission to cut carbon emissions, conserve natural water resources, and eliminate single-use plastics.

THE OUTCOME

• A total circulation of 290,387,496
• A total advertising equivalent of USD 452,885
• A PR Value of USD 1,319,205
• A total of 310 clippings of A1RWATER’s news, announcements, and partnerships were covered across top-tier English and Arabic digital, print, and broadcast titles in the region, including The National News, Arabian Business, Dubai Eye 103.8: The Agenda Show, Al Bayan, WIRED Middle East, Construction Week, and several other dailies, business, and sustainability publications.
• A1RWATER was shortlisted for Sustainability Company of the Year at the Arabian Business Achievement Awards in November 2024.