Hook
How do you take Emirati heritage to expat residents in the UAE?
The challenge
Hamdan bin Mohammed Heritage Center hosts multiple championships and events in short bursts, often overlapping. The task was to communicate heritage-focused competitions to expatriate audiences unfamiliar with them.
The solution
C&B deployed a trained team onsite to provide exclusive behind-the-scenes access, secure interviews, and educate international and regional media about the uniqueness of the championships.
The impact
More than 200 media attended, with 100+ interviews conducted. Coverage totalled 1,808 clippings for HHC ($15.8m PR value in six months) and 322 clippings for El Beit ($8.9m PR value in four months).