What a strong hospitality PR programme actually does.

Most PR agencies in Dubai offer access to a media list. That isn't a strategy. A strong hospitality PR programme starts with where your property sits in the market, what story it can credibly own, and which publications and personalities will move the needle for your audience. We Are Example builds earned media campaigns around a clear narrative, one that gives journalists and creators something worth writing about, not another opening announcement or seasonal menu. The result is coverage that drives rate, reputation and long-term visibility, not a spike that disappears in six weeks.

Hospitality work in Dubai.

For Addmind at Dubai Harbour we built the brand architecture, positioning and launch strategy for two new venue concepts. For Patrón at SOLE DXB we built La Hacienda, the number one revenue bar at the festival, with 1.9M organic views and zero paid media.

Local presence, global reach.

Dubai's hospitality media is unusually complex. You're targeting resident lifestyle audiences, regional travel decision-makers, global luxury travel press and MICE buyers, often for the same property. Our Dubai team works the regional hospitality, lifestyle and travel editors, while our Sydney studio runs international travel media across Australia and Asia Pacific. That's how we built results like JW Marriott Gold Coast (31% ADR increase, the highest direct booking rate in Marriott APAC) and InterContinental Hayman Island (97 press pieces, called the next White Lotus resort by Time Out), and it's the same capability Dubai properties need to reach Australian, British and Asian travellers.

How we work with hotels, restaurants and hospitality groups in Dubai.

We work on retained mandates, not project-by-project campaigns. Retainers build narrative momentum, deep property knowledge, and enough closeness to operations to surface stories before they're missed. We work directly with general managers, marketing directors and owners, and we're direct about what will and won't work. If the story isn't there yet, we'll tell you what it would take to build one worth telling.

Common questions.

Q: We already work with a local Dubai PR agency. What would We Are Example add?

A: Most local agencies are strong on regional media but limited in reaching international travel press, particularly in Australia, the UK and Asia Pacific. We work across both. We're also happy to work alongside an existing agency in a defined lane if that's the right structure.

Q: How long does a hospitality PR programme take to show results?

A: The first 60 to 90 days build the narrative, brief key media and seed relationships. Meaningful coverage usually builds from month three. An agency promising big results in four weeks is usually leaning on low-tier placements.

Q: Do you only work with five-star hotels?

A: No. We work across luxury, premium lifestyle and upscale: hotel groups, standalone restaurants, bars, beach clubs and resorts. We look for a property with a genuine story and an owner willing to build it properly.

Q: Can you run PR for a property that hasn't opened yet?

A: Yes. Pre-opening is the highest-leverage period for any property, and we've run pre-opening programmes across Australia and the Middle East. Engage us at least four to six months before opening.