Case Studies

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Backgound: Panasonic Marketing Middle East and Africa required to create awareness of their latest range of products and technology being showcased at the annual GITEX Technology Week in Dubai. The company wanted to highlight its focus on sustainable solutions through the event.

Challenge: Being one of the most anticipated technology events in the Middle East, GITEX Technology Week promises to be a very busy time and it is difficult to arrange media interactions during thisperiod due to their busy schedule. Since so many companies exhibit at the event, with each vying to showcase the best in innovative technology, to stand out from the crowd and let your message be heard above the clamour requires strong planning and creativity.

PR Tactics: The agency invited media from all GCC and Levant countries to attend GITEX on behalf of Panasonic. Media from select African countries were also invited to attend the event

The media were introduced to the new technologies by Panasonic at the press conference on the first day of the event


To make the press conference interesting, Panasonic revealed their medical robot HOSPI at the conference, attracting the attention of the journalists.

The press conference was followed by one-to-one interviews and interactive first-hand experience of the products and technology at Panasonic stand at GITEX

Round table meetings were organized for invited foreign media to get a stronger understanding of Panasonic's business in the region and in their respective countries

Results: The press conference was attended by over 50 media
More than 20 interviews with key media were organized
Coverage was generated in all leading publications like Gulf News, Khaleej Times, Al Bayan, Emarat Al Youm, Gulf Business, while live TV interviews were also scheduled with Sky News Arabia and Sama Dubai TV. More than 100 pieces of media coverage was generated on Panasonic's participation in GITEX


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IrisPR Dubai, UAE Public Relations