markettiers MENA were briefed to raise awareness of the TRYANO luxury concept store in Yas Mall, Abu Dhabi. Having opened 18 months prior, the hook for the campaign was the launch of a make up line by Turkish-German TV star, Meryem Uzerli, who has a significant fan base and following in the Middle East. However, whilst the majority of targeting was to be in-market, international coverage was also part of the brief to the team and we therefore needed to create a point of interest outside of Meryem’s make up launch.
Through desktop research we curated a story about the Middle East’s rise as a destination for luxury shopping tourism, positioning TRYANO as a case study of this in Abu Dhabi. We also enlisted a case study of a shopper who travels to the region to buy luxury goods for inclusion in a video feature and B-Roll we created on site at the event. Utilising access to a range of spokespeople, including the General Manager of TRYANO, Hamdi Kulachcioglu, and Patrick Chalhoub, Co-founder of the Chalhoub Group (who owns TRYANO), we captured footage and interviews for TV and online media. Although interview access to Meryem Uzerli, to use in creating a more lifestyle-focused edit of the content, was ultimately unattainable due to her busy schedule, we captured footage of her press conference and interaction with fans to create a shorter online edit for female lifestyle media.
We secured an interview with Times of Oman TV for TRYANO Head of Marketing, Kathryn O’Reilly, in addition to an opportunity for Hamdi Kulahcioglu with Dubai One TV. The team is currently managing further pending opportunities with Reuters, CAT TV, Dubai TV (x2) and CNBC Arabia - extending the coverage throughout April – whilst in the meantime20+ websites have taken the online video news release content including Elle Arabia, In Business, Trade Arabia and AL Style amongst many others. Internationally, coverage has been secured with Economic Voice and Bdaily business sites.