PRCO is engaged to support the overall Jumeirah brand strategy of bringing luxury to the next level within a number of international markets.
The tactics involve building awareness of both new brand openings and driving awareness around existing iconic properties.
The strategy includes the hosting of regular grouped press trips, and in-market visits from Jumeirah spokespeople. The team also implements a strong influencer outreach program to generate awareness of new accommodation options such as Jumeirah Al Nassem, which has reached over six million individuals.
Press trip activity focused on Dubai and Abu Dhabi as key markets, as well as Jumeirah Port Soller Resort & Spa in Mallorca. The team has also hosted two roadshow events in Moscow, inviting over 55 top tier media to meet ten GMs, with attending media including Vogue, GQ, Forbes Life, Tatler and Prime Traveler.