Keeping a secret is harder than ever

Seven Media - Keeping a secret is harder than ever

Last month, the famous Barasti Beach at Le Meridien Mina Seyahi launched House of Whatever – a disruptive concept which promises almost four months of spontaneity. Packed with ever-changing experiences and impromptu parties, Barasti wants to be the most talked-about destination in the region and it’s our job to make that happen.

“Expect the unexpected” is the House of Whatever mantra, and with a line-up of high-calibre international artists heading to Barasti, the hardest part for us as PR professionals is that our lips are sealed. That’s right, no revealing who the act will be until post-event. Ouch.

Just last week, a music artist who has sold more that 15 million records worldwide was set to perform a free one-off event at Barasti and we couldn’t talk about it. This put us in a tricky position. How is a story newsworthy to a publication if they don’t know what the story really is? How do we drive footfall to the venue without revealing the name?

When it comes to communicating the House of Whatever message and creating a hype without revealing any secrets, the integrated PR strategy had to be on point and ahead of the game.

We dropped hints to media across several platforms to kick-off the guessing game and drive hype surrounding the event. What we learned is that relationships with media are key, timing is critical, the power of social media is strong and ultimately, that keeping a secret is harder than ever!

Rumours spread like wildfire and took over some of the largest social communities in the region. An unknown source leaked the artist name on Facebook just hours before he was set to take the stage, however, that didn’t matter because at midnight, none other than R&B superstar Craig David took the stage to perform to a full house at Barasti.

When Seven becomes the story…

Seven Media - When Seven becomes the story
Missing gorilla helps Seven Media land “the double” at PR awards in Dubai

The case of a missing gorilla in Dubai helped propel a homegrown UAE PR agency to two major honours at the Middle East PR awards. Seven Media landed Digital Campaign of the Year for the story of Gorgeous George, a lifesize plastic gorilla that went missing from the famous Barasti Bar. The viral story was followed by more than a million people over the course of two days, from the first official missing report to his safe return. At the PRCA ceremony Seven also won Agency of the Year, the showpiece award of the night, for the second year running.

Matt Slater, owner of the agency, said: “The success of Seven Media is built on the creativity and storytelling of every single person in the company. “Digital campaigns that go big need to be driven by traditional and social media and with George the missing gorilla we hit that sweet spot. “Winning agency of the year for the second year running is an incredible achievement for the team who are as talented, dedicated and determined group of people you will see anywhere in media.”

Seven was recognised by the PRCA for their work in a total of eight areas, from major sport such as F1 and English Premier League football to entertainment campaigns for Novo Cinemas and across a wide range of business and lifestyle work.

Matt, who founded Seven with business partner Gregg Fray, added: “Myself and Gregg have been involved with media in the Middle East for more than a decade. “The whole media community is changing and improving all the time and it is great that Seven is at the heart of that.”

Seven Media are fast becoming one of the best social media agencies in Dubai.