The Dubai media market is not a scaled-up version of anywhere else.

The editor relationships that produce a feature in Condé Nast Traveller Middle East are not the same ones that place a story in Time Out Dubai or Vogue Arabia. The influencer landscape is split across nationalities, languages and audience expectations. International travel media arrive in waves, each with specific angles and narrow windows. Arabic-language media run on different timelines and editorial priorities entirely. Agencies that drop a Western playbook into Dubai consistently underperform. We Are Example is based in Dubai, so we know the difference.

What earned-first PR looks like in Dubai.

We Are Example doesn't buy influence. Our model is built on editorial relationships and stories that deserve coverage on merit. In Dubai's hospitality and F&B sector that means knowing which journalists to brief six months before an opening, which critics will walk away if the experience is off, and which media trips produce real editorial rather than attendance.

Dubai and UAE work.

For Patrón at SOLE DXB, the Middle East's most influential culture festival, we built La Hacienda, a cultural home for the region's artists and creators. It became the number one revenue bar at the festival with 1.9M organic views and zero paid media. For Addmind at Dubai Harbour we built the brand architecture, positioning and launch strategy for two new venue concepts. We also run GCC earned media for Bacardi brands.

The track record behind the Dubai team.

The same team has built some of Australia's best-known hospitality and drinks programmes: Grey Goose at the Australian Open (+670% year-on-year growth, 1,145 pieces of coverage), JW Marriott Gold Coast (31% ADR increase) and InterContinental Sydney. Dubai hotel PR isn't only about local coverage. It's about being present in the UK, Australian, European and GCC media your most valuable guests read, and we run both sides from one team.

How we structure a Dubai PR retainer.

Retainer clients get a dedicated team member in Dubai, senior strategic oversight, and a programme built around editorial targets rather than coverage volume. Every programme starts with a media audit: which outlets reach your audience, which journalists have authority in your category, and which angles are viable given market timing. From there it runs in quarterly beats aligned to openings, activations and seasonal pushes, and coverage is tracked against commercial outcomes, not clip counts.

Common questions

Q: We already have a global PR agency. Why would we need We Are Example in Dubai?

A: Global agencies with Dubai offices often run lean local teams executing strategy set elsewhere. We bring local media relationships, a regional lifestyle and hospitality network, and category depth in drinks and placemaking. If your coverage looks impressive but isn't reaching the audiences your Dubai business depends on, that's a structural problem, not a resourcing one.

Q: How do you handle Arabic-language media and regional Arabic audiences?

A: We work with Arabic-language lifestyle, business and hospitality media in the UAE and wider GCC, and we write launch announcements in English and Arabic. For deeper reach in Saudi Arabia and Kuwait we work with regional specialists under our editorial brief. We don't outsource strategy.

Q: What's the minimum commitment for a meaningful Dubai PR programme?

A: Six months. That's what it takes to build relationships and compounding coverage. One-off launch briefs usually produce a spike with no lasting brand value, and we'll tell you that up front rather than underdeliver.

Q: Can you run Dubai PR alongside an Australia or Asia Pacific programme?

A: Yes, and for most of our hospitality and drinks clients that's exactly how we work. One strategy, one set of media relationships and one creative direction across markets beats several local agencies that don't talk to each other.