Case Studies

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LAGI competition sponsored by Masdar
Backgound: A campaign to bring art and renewable energy together through a worldwide design competition for renewable energy specialists, architects and designers to create land art that's aesthetic and produces renewable energy

Challenge: A new concept run by a husband and wife team with very low budget and no major industry support. The challenge was to create public awareness , generate entries and attract sponsors

PR Tactics: Business/lifestyle media stories on the renewable energy aspect of the campaign and its benefits to society. This was achieved through interviews, feature stories and exhibitions.
Social media strategy involved blogs on renewable energy and land art; twitter on events associated with the campaign , micro-site for the competition and YouTube videos of the entries received and media interviews .

Results: The highlight of the programme was it captured international media attention and was even interviewed by New York Times.
The competition achieved over 500 entries and sponsors on board.
Masdar became the main sponsor for the prize.
Over USD 1 Million worth of coverage. Feature stories in Khaleej Times, Gulf News, the National, interviews with Dubai One TV, CNBC, Dubai Eye Radio and more.
Today the event has become a global event.


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IrisPR Dubai, UAE Public Relations