markettiers MENA was tasked by leading global travel commerce provider, Travelport, with leveraging its corporate profile and services across the regional marketplace, coinciding with the highly-anticipated Arabian Travel Market (ATM) from 24th-27th of April in Dubai. With hundreds of travel, hospitality and tech-tourism companies pitching in to the local and regional press about their services, markettiers needed to deliver a strategy that cut through the competition.
Central to our story for media were the results of some in-depth research commissioned by Travelport, showing that millennials were driving the demand for personalisation in travel. Utilising our relationship with Roda Hotels to source a relevant backdrop, we captured interview footage with the President and Managing Director of Travelport EMEA, Rabih Saab, alongside Aditya Ghosh, President and Whole Time Director of low-cost airline IndiGo. Crucially for the market, the interviews with Mr. Rabih were shot in both Arabic and English and the final edited video content disseminated to the local and regional business, technology, hospitality, travel, and aviation press, as appropriate.
The content generated strong and widespread media coverage during, and in the days following, ATM with over 25 publications placing it on their sites, including top tier business, hospitality and travel media. Highlights included Al Arabiya, Arabian Business, Reuter’s Zawya, Business Traveller, ArabNet, Travel Daily MENA, Travel Weekly, Hotelier Middle East, Hotel & Rest and Arabian Aerospace. In addition, markettiers successfully placed a TV interview with Dubai TV’s “Money Map” programme for Rabih Saab, giving him an opportunity to further elaborate on the research and Travelport’s expertise.