Case Studies

Media, PR & Events - Investment Corporation of Dubai

The Challenge

Investment Corporation of Dubai (ICD) is the principal investment arm of the government of Dubai.

ICD plays a crucial role in fostering a sustainable economy for Dubai. Under its portfolio are such high profile companies as Emirates Airline, Emaar, ENBD, Dubai Duty Free, and many others.

Yet, for itself, ICD has kept a low profile since inception in 2006.

In 2014, ICD retained Saba Consultants and mandated it with finding the right positioning, the right amount of public exposure, and to help it foster lasting relationships with the media and other relevant organizations.

It is important that ICD retains its position as the sovereign wealth fund fulfilling its mandate awarded to it by Emiri decree. It is also important that ICD, is seen as responsive and at times pro-active. There is huge interest from the media in everything that ICD undertakes, but at the same time, ICD must conduct its affairs in strict discretion. The challenge is to find the right balance.

Investment Corporation of Dubai
Investment Corporation of Dubai
The Solution

We aim to position ICD as a strategic global investor seeking to diversify Dubai’s sources of revenue, and to advance its economy by adding value through local and international sustainable investments.

We encourage ICD’s leadership to participate in investment events and organized mediatized round tables that helped position the organization as a thought-leader.

We further produce content to support the organization’s key messaging to help it arrive at its positioning. Two corporates videos that tell of ICD’s relationship with its subsidiaries have been produced so far. And we have conducted a revamp of the ICD website, enhancing the look and content.

ICD is now in constant conversation with the general public issuing press releases re its investments as well as work its in the community.

Investment Corporation of Dubai Case Study
The Result

Through our content creation and media outreach, we are able to bolster ICD’s local and global reputation as a dynamic, strategic, and successful investor that contributes to Dubai’s economic welfare.

Topics: strategic communications, corporate awareness, omnichannel marketing

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