Mojo PRCompany Profile

2012

mojo (noun): A lucky charm or spiritWhen you’ve “got your mojo working” you become irresistibly attractive

• Dynamic, effective, boutique communications agency filled with more than 45 years experience

• Proven track-record in the Middle East, UK, Australia, South Africa and New Zealand

• A team of PR experts with the right skills, approach and passion for excellence

• mojo Group - offers a truly integrated spectrum of services – PR– Branding and design– Advertising– Interactive– Media planning & buying– Contemporary Art Gallery

Mojo PR - who we are

• 10 full-time and three part-time PR team members from:– Australia - Palestine– Jordan - Oman– India - South Africa– Lebanon - UK– Saudi Arabia - Kazakhstan– U.S.A - Philipines

• A team of 25 as Mojo Group with language capabilities of:– Arabic - English– German - Malayalam– Hindi - French– Tagalog - Spanish

• Qualified, talented and professional PR team working with clients in:– Hospitality - Food & Beverage – trade and retail– E-commerce - Finance– Real estate - Fashion– Automotive - Education – Professional Services - Contemporary art – Architecture & Design - Technology

Mojo PR - Who We Are

• Tara Rogers – Co-founder & Managing Partner. 25+ years experience in marketing & communications and a proven track record in the Middle East, UK and South Africa. Previously General Manager of Fortune Promoseven and Weber Shandwick PR, Marketing and PR Manager for Dubai Duty Free, Head of Marketing for Bradshaw Taylor UK, General Manager of d’pr and d’events, and PR Director for MBC Group. Depth of experience in luxury retail, FMCG, hospitality, automotive and real estate.

• Louise Mezzina – Co-founder & Partner. 12 years’ PR agency experience in the Middle East, UK and Australia with specialty in corporate, financial, technology, luxury automotive and architecture & design. Lead strategist for regional accounts including Tiffany & Co., BMW Group Middle East, Dornbracht, IE Singapore and Taylor Wessing, among others.

• Osama Al Asmar – Arabic Strategist and Media Consultant – excellent Arabic editorial skills, and regional strategic direction. Managing Editor of Business Pioneer, most highly regarded business publication in the Middle East

Mojo PR – The Partners

• PR strategy and counsel• Reputation management• Brand custodianship• Media relations – digital to mainstream • Social media campaigns – both integrated and independent• Business to business relations• Community relations• Corporate communications• Marketing consumer communications• Corporate social responsibility campaigns• Crisis communications• Issues management• Event management• Media training

What We Do

The Mojo PR Team ExperienceLuxury

Tourism & Hospitality

Government

Real Estate, Architecture & Design

The Mojo PR Team Experience Entertainment and Events

E- Commerce & Consumer Technology

Food & Beverage | FMCG

The Mojo PR Team Experience

Corporate

Trade & Consumer Exhibitions

• The partners work on your business – we don’t delegate to juniors.

• We think strategically and execute creatively – and always with business relevance.

• We have excellent relationships with Arabic and English pan-Arab media in broadcast, print and online, and are respected for our English and Arabic editorial skills.

• Our headquarters are in the UAE. We travel throughout the region to: – service clients in other countries – to ensure that we have direct contact with regional media.

• Our passion for PR is reflected in the results we achieve.

How We Work

• Mojo PR currently provides PR support for clients in the following markets:• UAE• Kingdom of Saudi Arabia• Qatar• Kuwait• Bahrain• Oman• Lebanon• Jordan• Egypt• India• Pakistan• Iran

• Mojo PR team members provide support from the Dubai headquarters and travel regularly to each market.

Geographical Reach

How We Work – Account Management processes

• Mojo PR is the retained PR agency for Al Faisaliah Hotel, A Rosewood Hotel in Saudi Arabia and has been working with the property since 2009.

• Mojo PR is the MENA PR representative for the Hong Kong Tourism Board

• Mojo PR is the appointed PR agency for The Hotel Show in Dubai

• Mojo PR partners and team members have strong luxury PR experience gained in the Middle East, UK, Europe and Australia.

• Specific sector experience includes:– Luxury Retail – Tiffany & Co. Mont Blanc, Paspaley, Mulberry, Juicy Couture, Diane von

Furstenberg, Dyberg Kern, Georg Jensen, Roger Dubuis, Villeroy & Boch– Real estate – Al Barari, Kleindienst Group, Colliers International– Hospitality – Rosewood Hotels & Resorts, Burj Al Arab, Jumeirah Beach Hotel, Le

Meridien, Atlantis The Palm, Anantara Hotels & Resorts– Architecture & Design – GAJ, Brewer Smith Brewer Gulf, Dornbracht – Yachting – ART Marine, Azimut Yachts– Automotive – Rolls-Royce, BMW, Jaguar

Hospitality & Luxury Experience

Case Study: Al Faisaliah Hotel, A Rosewood Hotel

• Objective: To highlight Al Faisaliah Hotel’s premium positioning as the most prestigious 5-star hotel in the Kingdom of Saudi Arabia, and the hotel’s Globe restaurant as the top fine dining restaurant in the country.

• Approach: Highlight the culinary excellence and superior experience at Al Faisaliah Hotel by hosting four Michelin-starred chefs from around the world at a week long culinary extravaganza that included intimate lunches at the Chefs’ tables, gala evenings, and exclusive cookery workshops with each of the chefs.

• Tools: Mojo PR organised a pre-event media lunch in the Globe restaurant to announce the event and build anticipation. During the Globe Summit, senior editors of key publications were invited to attend the events. 1:1 interviews were scheduled for key food, lifestyle and travel press with the chefs and Al Faisaliah Hotel MD.

• Results: The event was fully booked within one week of the media announcement. Excellent pan-Arab media coverage generated, with a total of 29 quality articles recorded. The Globe Summit proved to be a key factor in the Globe Restaurant being awarded a World Travel Award for Best Restaurant in Saudi Arabia.

• Objective: To generate awareness and interest in The Heart of Europe, a luxury vacation home and resort real estate development on The World islands, and the first project to officially begin construction on this high profile Dubai destination.

• Approach: To launch the project, build investor confidence and educate the market about the unique project.

• Tools: A launch press conference on Germany island, one of the six islands comprising The Heart of Europe, and the first island scheduled for development. Journalists were taken by yacht to the island, where they were briefed on the project and enjoyed a stylish German-inspired lunch, before taking a sea-plane ride over the islands for an exclusive aerial view.

• Results: 100% media attendance – 65 journalists from international, regional and local

outlets. Media exposure = 23 TV interviews, 18 radio news items and interviews, 461 clippings. Almost exclusive accuracy in reporting, with 99% positive – this was remarkable given the timing of the launch – two weeks following the potential debt standstill announcement by Nakheel that rocked the credibility of the master developer, its projects and Dubai’s standing in the global financial arena.

Case Study: The Heart of Europe – Kleindienst Group

Case Study: Tiffany & Co.

• Objective: To celebrate the launch of Paloma Picasso’s Venezia collection in the Middle East

• Approach: Hosted an intimate gathering for top tier media in the UAE to present the new collection. Themed The Magic of Venice, the event reflected the inspiration behind Paloma’s Venezia collection.

• Tools: Elegant breakfast reception in Venetian restaurant Caffe Florian with strong visual cues taken from the traditional Carnivale to bring an element of Venetian theatre to the event experience. Phototainment and fashion show, in partnership with Boutique 1 high fashion outlet. Media gift – necklace from the Venezia collection.

• Results: Excellent media attendance – 41 in total (40 were invited) – 13 feature articles in key targeted publications, 7 interviews and 19 articles. Excellent relationship building with key media and unanimously positive feedback.

Case Study: Dubai International Jewellery Week

• Objective: To position Dubai International Jewellery Week as a must-attend exhibition of premium jewellery from around the world, to attract the affluent and discerning Arabic, Asian and European consumer market from the Middle East and neighbouring regions.

• Approach: Harness the beauty and diversity of the gemstones and jewellery on display, and leverage the authority and expertise of exhibitors and participants in the exhibition.

• Tools: Collaborated with International Institute of Gemologists to create a guide to understanding diamonds; established a dedicated bridal section within the show that included a makeup artist and bridal photographer; created gift guide highlighting jewellery suggestions for specific annual celebrations preceding and following the exhibition – Diwali, Eid, Christmas.

• Results: Excellent coverage of the event in pan-Arab premium lifestyle publications, feature on the guide to buying diamonds generated from the guide; inclusion in bridal features as the “must attend” event for gift buying and wedding jewellery. Over 178 quality articles. Attendance at the show of a number of sheikhas, princesses and high profile women.

Case Study: ART Marine & Azimut Yachts

• Objective: To launch Azimut’s range of Italian-designed and world renowned yachts to the region and position ART Marine (Middle East distributor) as a leader in the growth of luxury yachting in the Middle East.

• Approach: Capitalise on ART Marine’s participation at Dubai International Boat Show to present the company’s positioning and regional growth strategy through a “Discover Yachting” experiential campaign

• Tools: Organised a press conference during the boat show to unveil the new flagship Azimut Grande 116 superyacht and announce the “Discover Yachting” campaign. Media then enjoyed an exclusive lunch and cruise on the Azimut 98 Leonardo superyacht with the CEOs of ART Marine and Azimut.

• Results: Excellent media attendance, subsequent press coverage in 23 tier one publications and unprecedented Arabic coverage for ART Marine – an area of weakness for the client. 11 1:1 interviews negotiated and co-ordinated.

• Mojo PR has developed a reputation for delivering creative, effective PR campaigns that not only manage our clients’ reputations but measurably contribute to their bottom lines.

• PR campaigns executed by Mojo PR always include comprehensive digital and social media components. This is standard practice.

• Mojo PR works in close collaboration with our clients, becoming an active extension of their marketing team and demonstrating strong brand awareness and relevance in all PR activity

• Mojo PR, without exception, delivers results and value well beyond its remit.

• As part of the Mojo Group, Mojo PR offers clients unprecedented access to expertise in all areas of the marketing mix

What Sets Us Apart

Thank you.

For more information please contact Mojo PR:

Tara Rogers Louise MezzinaTel: +971 50 345 8424 Tel: +971 50 343 8223tara@mojo-me.com louise@mojo-me.com