Case Studies

One&Only One Za’abeel Announcement

The Challenge

One&Only Luxury Resorts, part of Kerzner International, enlisted Saba Consultants to handle communications for an event where they would be making a major announcement.

The company was looking to promote their latest concept, One Za’abeel, the first of its Urban Resorts for the emirate.

Their main request was for Saba to contact and invite key figures from the press to attend the launch, in order to receive comprehensive coverage across local and international publications.

Intended to be an intimate gathering of a maximum of 20 attendees, we needed to attract senior figures from the press and welcome them to this exclusive, ‘first-look’ opportunity to hear about this highly-anticipated development.

The Solution

On behalf of One&Only, Saba Consultants took charge of inviting the media, contacting top-tier members of staff from leading industry publications and other media outlets. Utilising Saba’s extensive list of contacts, over 130 senior editors and senior reporters were contacted individually by phone, then sent a personal invitation (e-invite) to the launch.

Having created and sent the invites over our CRM platform, we were able to track how many opened, read, and clicked through on each invitation in the lead up to the event. We were also on hand to field press enquiries on behalf of One&Only, providing a point of contact for journalists who required information about the announcement. We worked in tandem with the communications’ team from One&Only, continually liaising with them to confirm attendance numbers and details about the individuals who expressed an intention to attend.

In addition to media engagement, Saba also prepared several media documents to be used on the launch day itself (company profile, executives’ biographies), providing translation (Arabic) for these and the written press release.

On the day of the launch, Saba Consultants provided its own personnel to help run the event, welcoming attendees, organising photo opportunities and liaising with all members of the press in attendance.

After the launch, we prepared a summary and emailed this to all invitees along with the full press release. We continued to manage press enquiries for One&Only after the event, speaking to representatives from outlets who had been invited but could not attend the actual launch, as well as journalists who we had not originally contacted but wanted to publish about One Za’abeel.

The Result

At this intimate and exclusive launch, 18 representatives from global outlets such Bloomberg and the Financial Times attended, as well editors and senior reporters from major national titles (The National, Al Khaleej).  Dubai TV and Al Arabiya also filmed the event, interviewing Phillipe Zeber, COO of One&Only, and Michael Wale, CEO of Kerzner International as well, and later broadcasted the footage across their platforms.

In the days following the launch, One&Only’s announcement received widespread media coverage, with over 30 pieces on One Za’abeel development appearing in online media.

One&Only received the kind of comprehensive local and international coverage they were hoping for and were glad to have been able to reach such a diverse range of senior staff from so many leading publications.

The Client 

One Za’abeel will be the group’s first opening in central Dubai. The group has an impressive portfolio of luxury resorts in stunning locations around the world, with two One&Only properties in Dubai (One&Only Royal Mirage and One&Only The Palm). Kerzner International, meanwhile, can name the world-famous Palm Atlantis within its collection.

Unlike Royal Mirage and The Palm, One&Only’s One Za’abeel will be a different experience entirely, offering luxury and convenience in a prime urban setting.

This development will see One&Only and Kerzner International Holdings work in partnership with Ithra Dubai and Dubai Investment Corporation to develop and inaugurate the property by mid 2020.

Topics: Marketing, strategic communications, corporate values, personalization, marketing strategy, CaseStudies

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