When Dubai Holding decided they needed a partner to help them build awareness and credibility for the prestigious 2009 World Economic Forum they instinctively looked towards GyroHSR. In true GyroHSR style the team hit the ground running and added a lot more than just enthusiasm and knowledgeability.

Almost 200 people completed surveys, 65% of which were at C level providing detailed insight into current hot topics.

The World Economic Forum attracts business and thought leaders from around the world. It influences strategies and provides a forum to learn, debate and guide. No surprise then that managing the process of building and maintaining awareness of the event is going to be a big task.

GyroHSRs strategy involved a two phase approach to the project ensuring that things were managed efficiently and carefully.

Phase one: the survey
The initial brief involved leveraging the sponsorship of the World Economic Forum event (WEF) and creating global brand awareness, targeting a CXO level audience and aligning Dubai Holding with other respected global brands. A challenging online survey was created to engage with a global audience across a high profile online media plan.

After a great deal of hard work from the team in Dubai (and just one or two very late nights) Dubai Holding successfully aligned itself with WEF and engaged the target audience to the extent that responses were overwhelming!

Phase two: the paper
Following hot on the heels of phase one the next task for the GyroHSR team was to launch the research paper into the CXO marketplace and offer it as valuable insight to align Dubai Holding with the Economist Intelligence Unit and help raise brand awareness to a much higher level. The EIU report was released into the market to coincide with the publication of various other reports, there was also the need for a microsite and the surrounding comms for the download paper needed to have viral qualities.

The campaign resulted in 15,000 page views over a two week period, during which time there were 2,900 paper downloads and over 500 optional opt ins to receive more information from Dubai Holding.

The results were over and above expectations and the campaign generally has been considered to be a great success for Dubai Holding.