Our approach to launching Wind Rises, John Dory, and Dodo Pizza UAE earned coverage not just in leading media — but across social media too.

Wind Rises

Client

Wind Rises is a Dubai-sailing community dedicated to promoting accessible and affordable sailing experiences. With a focus on sustainability, they offer a range of activities and programs designed to minimize environmental impact.

Challenge

To increase B2C brand awareness and share Wind Rises’ investment story by positioning it as a forward-thinking player in the highly competitive UAE leisure market.

Solution

We positioned Wind Rises as a pioneer of sustainable yachting, making eco-friendly sailing accessible.

To establish business credibility, we pitched a press release about their pre-launch campaign that led to media coverage in leading outlets in the region: Arabian Business, Trading View, NABD, Zawya, Mubasher, Enterprise News, Fortune Arabia, Time Out Dubai, What’s On Dubai, etc.

To get B2C attention to the service, we invited leading lifestyle bloggers and journalists to show them firsthand Wind Rises’ Sailing Experience. Out of 35 invited creators, 10 collaborated on a barter basis. Additionally, the leading lifestyle platform What’s On Dubai published several pieces of content across its media and Instagram.

Results

300K+ views on social media
12M+ estimated audience reach
20+ publications in major media outlets in the MENA region: Arabian Business, Zawya, Time Out Dubai, What’s On Dubai etc

Our PR work led to wide media attention with a strong positioning, increasing visibility among both consumers and potential investors.

John Dory

Client

John Dory is a seafood brand redefining modern fish butchery with a head-to-tail philosophy and a passion for honest, flavour-first cuisine. Born in Eastern Europe and now making waves in Dubai, John Dory blends craftsmanship, sustainability, and creativity across restaurant, retail, and street food concepts.

Challenge

To launch John Dory’s first restaurant and seafood market in Dubai with the goal of standing out in a highly competitive dining scene and creating a true “wow effect” across the UAE media landscape.

Solution

We developed a positioning strategy that framed John Dory not simply as a restaurant, but as a “head-to-tail seafood ecosystem” — a sustainable and innovative concept built around a single product philosophy. We also formulated a strong, memorable concept to promote the venue itself: “Three formats. Two masters. One product.”

A targeted pitching campaign led to multiple media placements. We secured features, listicles, interviews in the leading lifestyle and tier-1 business media, including The National, Gault&Millau UAE, Time Out Dubai.

To drive organic reach for John Dory, we collected a list of relevant influencers and journalists and pitched them to attend the pre-opening of the restaurant.

Results

20+ media placements across tier-1 business and leading lifestyle media in the UAE, including The National, Time Out Dubai, Lovin Dubai, BBC Good Food Middle East, and Zawya
6M+ estimated audience reach
210K+ views on social media

Our PR campaign not only amplified awareness of the John Dory launch but also positioned the venue as a must-visit dining destination in Dubai.

Dodo Pizza UAE

Client

Dodo Pizza is part of the international franchising company Dodo Brands, founded in 2011. It has been operating for more than 15 years and has grown into a global foodservice platform with over 1,500 restaurants across 26 countries.

Dodo Pizza UAE opened in January 2023, followed by the first franchised store in June 2024. Today, the chain operates 14+ locations in the UAE, with more openings planned for 2026.

Challenge

Dodo Pizza UAE engaged us to support the launch of Moon Pizza, a limited-edition Ramadan offering created to give back to the courier community. For every Moon Pizza sold, an iftar box was donated to a delivery courier, combining a seasonal product launch with a meaningful social impact initiative.

Solution

Inspired by the values at the heart of Ramadan – care, unity, and generosity – we positioned Moon Pizza as more than a limited-edition product. Instead, it became a symbol of giving back, with every purchase contributing to iftar boxes for delivery couriers. This narrative formed the foundation of our media outreach, securing coverage in 17+ leading UAE publications.

To celebrate the pizza’s distinctive crescent shape, we introduced a customer giveaway offering the chance to win a certificate for a real registered star, complemented by a stargazing guide included with every Moon Pizza purchase.

To reinforce the campaign’s impact, we sent Moon Pizzas and branded gifts to leading UAE content creators, generating authentic social media engagement and additional visibility for the initiative.

Results

17+ publications in UAE media, including Tier-1 Khaleej Times, Arabian Business, What’s On Dubai, Fast Company Middle East, Cosmopolitan ME, etc
15M+ estimated audience reach
140+ total number of content creators
1M+ views on social media
Silver award at Silver Mercury 2025

As a result, over 5,000 iftar boxes were donated to delivery riders. Moon Pizza also became one of the top-3 ordered items at Dodo Pizza UAE.