When Dubai-based Nakheel, LLC, one of the world’s largest development companies, approached Rubenstein Public Relations to promote a project of immense proportions, RPR devised a global program of equal magnitude.
Nakheel’s signature development, The Palm, involved the creation of the world’s three largest manmade islands, each shaped like a palm tree, adding a total of 323 miles of beachfront to Dubai’s glittering coastline and featuring private beaches, homes, resort hotels, boutiques, restaurants, cafes, yacht clubs and more. RPR’s goal was to develop and sustain coverage of the project beyond the Middle East, focusing on securing business features in the U.S., the U.K. and other international markets.
RPR helped accelerate the volume of long-lead feature coverage, conducting extensive media outreach on behalf of Nakheel for the World Travel Awards and the World Travel Market trade events in Dubai. As a supplement to traditional media outreach, RPR coordinated familiarization trips for journalists from around the world. We also developed templates to assist with ongoing and future initiatives.
As a result of RPR’s outreach, Nahkeel, LLC and its projects were featured in influential outlets including The Financial Times, The Times of London, The Wall Street Journal, The New York Times, The New York Post, Houston Chronicle, The New York Sun, Gotham, Elite Traveler, Departures, Bloomberg TV, Fox News, CNBC and CNN International, among others.