Sony

THE BRIEF

Sony Middle East and Arica  aimed to establish awareness around its line up for the year and generate substantial media engagement around its biggest annual media event, the 2025 Regional Partners, Media and Influencer Conference, hosted at W Yas Island, Abu Dhabi.

The objectives included extensive media coverage, strategic influencer partnerships, impactful leadership interviews, and sustained visibility for Sony’s key product launches across BRAVIA TVs, audio solutions, imaging products, and more. We developed a comprehensive communication strategy focusing on strategic media selection, targeted influencer collaborations, and impactful storytelling to maximize regional awareness and engagement.

THE DELIVERY

Strategic Media Engagement:

• Curated attendance from 32 top-tier GCC media
• Facilitated exclusive on-site interviews with Managing Director Jobin Joejoe (e.g., Tbreak, Zahrat Al Khaleej, Dubai Newsweek)

Influencer Integration:

• Selected 22 influencers aligned to Sony’s core audience
• Leveraged influencer platforms for organic brand amplification

Seamless Logistics Management:

• Managed end-to-end logistics (travel, accommodation, local transportation)
• Enabled seamless participation across workshops and product showcases

Focused Regional Outreach:

• Secured influential media attendance from UAE, KSA, Kuwait, Oman, Qatar
• Conducted comprehensive pre-event media briefings for impactful coverage

THE OUTCOME

• 146 high-quality media articles across GCC, achieving USD 484,793 AVE
• Total circulation: ~89 million audience reach
• 187 product-focused articles, 55 dedicated event features, 52 press release pieces
• 9 strategic interviews reinforcing sony’s thought leadership
• 190 influencer posts, driving authentic digital engagement
• Strengthened media/influencer relationships, laying groundwork for sustained brand storytelling and ongoing advocacy