Forty-five articles in two weeks. 117M people reached. USD 392K PR value. CEO named to Forbes Top 100 Travel & Tourism Leaders and confirmed as a speaker at the Forbes Women's Summit.
Kerten Hospitality is a boutique lifestyle hospitality group with an ambitious multi-market footprint. Strong positioning in international hospitality trade press, but almost no regional visibility — particularly in Arabic media. For a group with GCC expansion plans, that absence was commercially costly.
The brief was to build regional corporate reputation in both English and Arabic, establish CEO Marloes Knippenberg as a recognised industry voice in the GCC, and do it fast. Development announcements were pending. The narrative architecture needed to be in place before the news broke.
A 360° communications strategy, executed in three components.
First, a positioning workshop to establish unified messaging across CEO, COO and group spokespeople. Second, media training to ensure spokespeople delivered the positioning consistently. Third, a coordinated media rollout across Arabic and English press using the developed messaging architecture — a sequenced editorial engagement across tier-one titles, not a press release blast. We targeted UAE and KSA as priority markets and built CEO visibility through bylined thought leadership, speaking platforms and selective interview access.
In two weeks, from near-zero regional coverage, Kerten Hospitality achieved 45 articles, reaching 117,815,775 people, with a total PR value of USD 392,145.
The UAE was the most active market (47% share of coverage). Saudi Arabia followed with 16 articles (36% share). 58% of coverage was published in English, 42% in Arabic — demonstrating genuine bilingual capability, not English-only with Arabic translations.
CEO Marloes Knippenberg was listed on Forbes' Top 100 Travel & Tourism Leaders 2023 and confirmed as a speaker at the Forbes Women's Summit in Riyadh.