2022 Winners & Shortlists

Why is this work relevant for PR?

As the icon of modern architectural ambition, Dubai’s Burj Khalifa served as the ultimate canvas upon which to depict a company’s inspired new era of modernity. On Sunday 11 April, Tabreed’s refreshed brand identity lit up the jewel of Downtown — and the visual coup ignited deeper interest in the overhaul of the National Central Cooling Company. The moment was undeniably the defining moment of this PR project. However, just as the tallest tower is the talisman for the UAE’s many other wonders, so too this eye-catching display was the spearhead of a concerted relaunch strategy.

Background

As an established part of the UAE’s industrial community and enabler of communities and everyday life, Tabreed’s former identity was renowned, but ready to evolve. The mission, then, was to punch a hole in the public conscious and separate the old from the new, thinking outside the rebranding box. Established 23 years ago, Tabreed has grown significantly, not only within the UAE but across the Middle East and into India, too. Its corporate identity, specifically tone of voice and public presence was overdue a repositioning to align more closely with the company’s core values and strengths – specifically progress, partnership and performance. The overarching public relations focus was on repositioning the brand, humanising it, connecting with the community, ensuring the vibrant new narrative – underpinned by business unit success — was succinctly communicated to a receptive new audience.

Describe the creative idea (20% of vote)

In the months leading up to the event, Tabreed had employed the services of branding experts to craft a new identity to buoy Tabreed through a new phase of growth and purpose. This research continued in parallel with the relaunch event, continuously feeding and informing the tactical execution— with industry insights and macroeconomic analysis to support the activities. Having settled on a clear direction, the subsequent social media and public relations coverage was designed to reach the widest possible audience to announce the new brand direction. Posts made across the gamut of social networks garnered organic impressions, links clicked, and user engagement. The company, as observers discovered via the heavy media coverage of the event, was entering a new era.

Describe the PR strategy (30% of vote)

To relaunch a modern iteration of this respected and proud brand, lighting the façade of the Burj Khalifa was chosen as a zeitgeist moment to amplify this new chapter of a distinctly UAE success story. A launch event brought the community together for a moment of celebration and communication. The spectacular light and graphics show was witnessed by the tens of thousands of visitors to Downtown Dubai, by the region’s most influential media — including the likes of CNBC and Bloomberg — and was broadcast across Tabreed’s own social media platforms, reaching viewers across the world as it took place. A branded double decker bus roved the streets of the UAE for a week, to spread the story of Tabreed, launch the new brand identity, and give gifts to the communities closest to Tabreed and its successful projects. Afterall, public relations impact isn’t just in words, it’s about connection and

Describe the PR execution (20% of vote)

The following activities were carried out during execution: • Hosting an event at ‘Zeta’ at The Address Downtown, overlooking the Burj Khalifa • Inviting key media to the event within the maximum capacity allowed by the law • Live broadcasting of the lighting moment • Event was fully staged with pop-ups, signage, 3D signage, and lighting • Dubai Financial Market — bell ringing ceremony with key Tabreed stakeholders • On-ground interviews with the CEO, CFO and Chairman, were organised in both Arabic and English for key media • Distribution of press releases and a media kit The unveiling on the Burj Khalifa was attended by all Tier 1 media, with interviews secured in advance and briefing documents prepared for all Tabreed spokespersons.

List the results (30% of vote)

The media response was entirely positive and deemed to be a resounding success. The objective of targeted and strategic coverage to launch the new brand — celebrating and respecting the track record of the company, whilst unveiling a modern and forward-looking brand identity — was achieved across multiple channels and within key media outlets within the region. Connecting with the community and stakeholders to humanise the brand was accomplished through social media engagement and the bus touring Dubai. The event contributed to the annual goal of increasing impressions by 50%, which was achieved months ahead of target. PR & Media highlights: Total circulation: 8,246,974 Total Impressions: 34,000 organic impressions with a 6.1% engagement rate Total AVE: $304,674