Case study | PR
Challenge
Entering Dubai’s saturated beach club market in 2022, Soul Beach needed to define its identity, cut through noise, and drive footfall without heavy paid spend.
Approach
We built a PR-first launch strategy anchored in a clear brand narrative and pillars (music, food, experiences). A dedicated press office drove stories and placements, while curated influencer programmes and creative FOMO activations generated organic buzz.
Execution & imapct
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Established press office: drafted releases, pitched to lifestyle/culture media, managed ongoing relationships.
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Curated influencer tiers with monthly visit plans, gifting, and personal invites to experiences.
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Designed creative PR kits and on-site FOMO activations (buy-&-win, content-friendly moments).
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Aligned all content (hero film, photography, social snippets) to a unified brand story.
Results
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Press: 9 tier-1 features incl. Time Out Dubai, What’s On
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Reach: 4.1M, PR value $133K
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Footfall: uptick in bookings/enquiries (per client reports)
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Paid: zero
hrmny Edge: We created the wave, not just coverage: FOMO experiences and influencer momentum became the story, amplified by a strong media network. By aligning PR, social, and on-site activations, we transformed a new beach club into a lifestyle destination
pR that Created the Wave
Launch & Press Office | Influencer Seeding | FOMO Experiences