Case Studies

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ZayZafoon Restaurant launch in Abu Dhabi
Backgound:Abu Dhabi based Tarfeeh Capital, the Entertainment, Food & Beverage, Retail Fashion and Leisure arm of Baniyas Investment & Development Company (BIDC) needed a PR, Events and Digital plan for the launch of ZayZafoon Arabic restaurant.

Challenge: Restaurant business being a crowded marketplace, Agency task was to come up with a strong media relations plan and make it a memorable event.

PR Tactics: Iris PR first released a pre-event release to get media visibility for ZayZafoon and spread the word about its interiors, cuisine, ambience etc. and followed up with the leading magazines in the region to feature ZayZafoon in their restaurant lists. Closer to the launch, media were invited to attend the event. Further, the media who could not make it to the launch were offered an opportunity to visit ZayZafoon at their time of convenience with a guest to experience the cuisine offered.

All the media coverage was also publicized through social media channels including twitter, YouTube and Facebook pages

The event was made truly memorable with the presence of oud players and caricature artists who interacted with the guests. A wall of fame was set up where guests could write their comments.

Post the event, interviews were organized with the Chef and restaurant reviews done with top publications.

Results: The Agency was able to generate coverage for ZayZafoon in the leading publications Gulf News, What’s ON, Time Out and Ahlan! Magazine. Bloggers also actively contributed to reviews. ZayZafoon launch event received more than 35 clippings both online and in print over the course of three months.


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IrisPR Dubai, UAE Public Relations