The Abu Dhabi Edition

THE BRIEF

The Abu Dhabi EDITION was ready for a bold announcement.

Our role was to announce the launch of the property’s newest hair salon, Rossano Ferretti at EDITION Spa, in the presence of world-renowned hair maestro, Rossano Ferretti himself.

THE DELIVERY

To meet the brief, we created a robust strategy encompassing tactical media relations via an announcement press release and media interviews with Rossano Ferretti alongside a money-can’t-buy experience for the UAE’s top-tier media editors and influencers.

Prior to the official launch of the salon, a carefully-tailored press release was sent out to specific tier-I media titles in the UAE, under embargo.

Additionally, we worked closely with the The Abu Dhabi EDITION team to create bespoke staycation experiences at the property that revolved around beauty, and included an exclusive first-look at the salon, a one-on-one consultation as well as a private dinner with the hair maestro himself.

On the day of the official opening, we dispatched a media alert announcing the opening. An ongoing tactic from our end was to frequently host media and influencers to review the salon and cover it on print, online and social media platforms.

THE OUTCOME

• Engaged with the media – Over x10 media interviews secured at launch. We also saw a total PR value of over $507,120 in the first three months of the opening
• Built brand awareness – With a total circulation of over 7,000,000 we got the property as well as the salon in front of new audiences
• Managed brand reputation – Through 100% key message penetration in our coverage, our brand messaging was positive and accurate