EFQM
Bringing the Middle East summits together
We supported event coordination and media relations for EFQM’s Middle East summits in Dubai and Abu Dhabi.
- Where
- Dubai & Abu Dhabi, UAE
- When
- 2022–2023
- Our role
- Event coordination & media relations
Our role
We supported event delivery and regional media communication across two summit editions. In Dubai, we also adapted the communication following a change in national circumstances shortly before the event.
Explore the outcome2
Summit editions
Dubai in 2022 and Abu Dhabi in 2023.
82
Guaranteed online postings
Arabic- and English-language distribution of the Dubai post-event release.
The brief
We supported EFQM’s Middle East summits in Dubai in 2022 and Abu Dhabi in 2023. Our remit combined event coordination with media relations, release distribution and communication with VIPs and institutional stakeholders.
The event and communications work needed to stay connected. Participants and partners needed to know what was happening, while the press needed timely information about the summit and its outcomes.
Coordinate the event and its communication as the programme develops.
The approach
We organised the communication around each summit’s programme, from its announcement to the activity following the event. Arabic- and English-language distribution supported the regional media work.
Alongside the press activity, we coordinated with stakeholders and VIPs around the practical needs of the event. Keeping those responsibilities together allowed us to respond when the programme or wider context changed.
The work
Shortly before the Dubai summit, the death of UAE President Sheikh Khalifa bin Zayed Al Nahyan changed the national context. We adapted the event communication to reflect the situation and kept stakeholders informed.
We continued the event and media work across the two editions. In Abu Dhabi, that included communication around the summit announcement and the winners. Each stage called for information suited to its audience and its place in the programme.
What we delivered
Event coordination
Communication with VIPs, participants and institutional stakeholders.
Regional media relations
Arabic- and English-language release distribution around the summits.
Event announcements
Communication around the programme and the Abu Dhabi winners.
The outcome
The Dubai post-event release generated 82 guaranteed online news postings through Arabic- and English-language distribution. This figure covers release distribution, rather than journalist-written earned articles.
Across the two editions, our work combined regional visibility with event and stakeholder coordination. In Dubai, that also meant adjusting the communication to a significant change in national circumstances. The engagement continued in Abu Dhabi with a further summit and its associated media activity.