Abu Dhabi
CHALLENGE
After working with a Dubai based agencies Viya Golf were looking for an Abu Dhabi focused PR agency to help them clearly communicate their F&B offers beyond their traditional golf membership across three Abu Dhabi Golf Clubs: Yas Links Abu Dhabi, Yas Acres Golf & Country Club and Saadiyat Bach Golf Club. With a total of six bars and restaurants in three separate locations all with unique positioning, audiences and offers the challenge was to clearly differentiate and communicate each outlet’s experience, events and offers to local communities and attract new audiences to increase awareness and footfall. A specific challenge was the launch of a new luxury dining concept at Yas Links Golf Club
APPROACH
We started with a comprehensive onboarding and brand immersion process including an in-depth review of each outlet's communications, PR performance and commercial objectives. This was then combined with ideal audience demographics and personas. Through this process we uncovered unique story telling angles that enabled us to create content that appealed more strongly to the target audience. A local influencer strategy was also developed to increase social media coverage.
IMPACT
- 600+ pieces of coverage
- 50+ influencer or media reviews completed
- $281K avg monthly PR value
- 6M+ average reach per month
- Successful PR launch of Villa Sélène at Yas Links Golf Club with 80+ pieces of coverage and 1.4K Instagram likes.
TESTIMONAL
"Mangrove Marketing acts as a genuine partner to my team, delivering consistent earned media results across our F&B brands and outlets. Their responsiveness and commitment truly set them apart, and their specialised, in-depth knowledge of Abu Dhabi PR, influencers and lifestyle is exactly what we needed. I highly recommend them to any brand looking to grow reach and visibility within the Abu Dhabi landscape."
MEGAN HEWITT-DEAN
Head of Marketing & Communications
Dubai Golf
SERVICES
- PR
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Unit C40-P1-0125,
Podium 1 Yas Bay,
Abu Dhabi,
United Arab Emirates
for hospitality.
