What a strong hospitality PR programme actually does.

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

The Dubai media landscape requires local presence and global reach.

Dubai's hospitality media environment is unusually complex. You are simultaneously targeting resident lifestyle audiences, regional travel decision-makers, global luxury travel press, and MICE influencers — often for the same property. Example operates from Dubai with a team that has built genuine relationships with the region's most influential hospitality, lifestyle and travel editors. At the same time, our Sydney office manages international travel media relationships across Australia and Asia Pacific, which matters significantly when inbound tourism from those markets is a revenue driver. When Example ran the launch campaign for StandardX Melbourne, the property generated 250+ pieces of press coverage. That same cross-market capability applies to Dubai properties targeting Australian, British and Asian travellers.

Proof is what separates results from promises.

Example's track record in hospitality PR is built on commercial outcomes, not coverage volume. The JW Marriott Gold Coast programme contributed to a 31% increase in ADR. Don Julio activations across the Merivale portfolio delivered 129% sales uplift. Grey Goose's regional programme under Example's management grew 670% year on year. These results come from treating PR as a commercial function — one that is accountable to occupancy, rate, footfall and revenue, not column inches. In Dubai's market, where operator margins are under constant pressure and ownership expectations are high, this commercial discipline is what Example brings to every retained engagement.

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

Example works on retained mandates, not project-by-project campaigns. Retained relationships allow the agency to build genuine narrative momentum over time, develop deep property knowledge, and stay close enough to operations to surface stories before they are missed. We work directly with general managers, marketing directors and ownership groups — and we are direct about what will and will not work. Dubai's media environment is competitive and crowded. Properties that succeed in earning consistent, high-quality coverage do so because their PR programme is strategic, disciplined and honest about what their property's story actually is. Example will tell you if the story is not there yet, and what it would take to build one worth telling.

Common questions.

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

A: Most local agencies are strong on regional media relationships but limited in their ability to reach international travel press — particularly in Australia, the UK and Asia Pacific. Example operates across both. If your inbound mix includes significant international travel, or if you want your property covered in global luxury travel titles, a local-only agency will have structural limitations. We are also willing to work alongside an existing agency in a defined lane if that is the right commercial structure.

Q: How long does it take to see results from a hospitality PR programme?

A: Earned media is not paid media. The first 60 to 90 days of a programme are typically spent building the narrative, briefing key media, and seeding relationships. Meaningful coverage volume usually builds from month three onward. Any agency promising significant results in the first four weeks is either misrepresenting how media works or prioritising low-tier placements that do not move the needle for your audience. Example sets honest expectations at the start of every engagement and tracks commercial outcomes, not just coverage counts.

Q: Do you only work with five-star hotels, or do you work across different hospitality tiers?

A: Example works across luxury, premium lifestyle and upscale segments — including hotel groups, standalone restaurants, bars, beach clubs and integrated resort properties. What we look for is a property with a genuine story and an owner or operator willing to invest in building it properly. We do not work with properties where the product does not support the narrative, because the PR programme will fail regardless of execution quality.

Q: Can you run PR for a property that has not opened yet?

A: Pre-opening PR is one of the highest-leverage periods for any hospitality property, and Example has significant experience running pre-opening programmes across both Australia and the Middle East. The key is building media interest before the opening, not scrambling for coverage after it. We recommend engaging at least four to six months before opening to allow time to develop the narrative, brief key media, and plan the launch sequencing properly.