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Protect-A-Bed launch
Backgound: Protect-A-Bed is a worldwide leader in bedding protection product development with 320 products in 40 categories and a presence in 48 countries. Protect-A-Bed products help in creating a dry, hygienic, bed bug free and anti-allergy sleep zone while also protecting the mattress warranty. The company wished to launch its new products during its global distributors meeting in Dubai and reinstate its commitment to the Middle East region.

Challenge: This was the first press briefing about Protect-A-Bed products and concept in the region so the agency had to come up with creative ideas to make the event interesting.

PR Tactics: We created an interactive media event at Fairmont where the media were invited to a live demonstration. A mattress was placed at the centre of the room and Protect-A-Bed training manager demonstrated various pollutants that can spoil a mattress; but how with Protect-A-Bed protector, the mattress can be kept clean and hygienic. This helps to prevent bed bug infestation, dust mites and is very helpful for asthmatic patients and children with bed wetting problems.

The relevance of the product was also tied in with the increasing cases of asthma in the UAE due to sandstorm and dust mites, giving it a distinctive news angle

Results: The agency arranged a press briefing with key magazines, newspapers and bloggers in the UAE, creating awareness of Protect-A-Bed products and their role in combating asthma, dust mites and generally keeping the mattress hygienic for a peaceful healthy sleep.


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IrisPR Dubai, UAE Public Relations