Case Studies


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Opening of IGI's new facilities in Dubai
Backgound: Internationally accepted IGI certificates give diamond customers confidence when buying or selling diamonds, gemstones and jewellery. IGI is the largest organization of its kind, with operating laboratories and offices in Belgium, Hong Kong, India, Thailand, Israel, Japan, UAE, Canada and USA. The IGI School of Gemology offers a variety of courses designed for professionals and consumer enthusiasts alike. IGI appointed Iris PR to manage the opening of their new office in Dubai.

Challenge: The initial brief given to the agency team was that it was yet another opening of a new office. The Agency's challenge was to find a news angle that would attract media attention and ensure maximum attendance and coverage.

PR Tactics: The Agency positioned the event as the opening of IGI's largest facility in the Middle East region and also secured media interest with the participation of Dubai Multi Commodities Authority at the event.

A media tour was planned for the journalists and interviews were arranged for IGI CEO

Results: The Agency organized an impactful press briefing with key newspapers, magazines, radio and TV channels.

Interviews were organized with The National, Gulf News, Khaleej Times, Xpress, Al Bayan, Al Ittihad, Dubai Eye Radio and City 7 TV. Editorial coverage of more than USD 200,000 was generated.



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IrisPR Dubai, UAE Public Relations