Leem X Aura Living

THE BRIEF

Iconic Saudi fashion brand, Leem, and its homegrown modern decor and furniture brand aura Living were ready for a bold announcement; the launch of both brands’ exquisite Ramadan 2024 collections ahead of the Holy Month.

Longstanding Atteline clients, Leem and aura Living tasked Atteline with creatively launching these collections beyond the norm of issuing a press release. 

THE DELIVERY

To meet the brief, we created a compelling narrative around which our creative ideas revolved – Leem and aura Living’s Ramadan collection were all about fusing modernity with the tradition and heritage of Saudi Arabia.

Based on this, we created a money-can’t-buy 24-hour experiential press trip to Al Ahsa, Saudi Arabia – the largest oasis in the world and a UNESCO heritage site – inviting eight key media and influencers from the UAE & KSA to join us for this trip. 

Our itinerary incorporated two main activities, the first being a visit to one of Al Ahsa’s famous rose farms where our guests were taken on a guided tour to uncover the secrets of harvesting Al-Ahsa’s renowned roses. A part of this activity included a table setting workshop by decor stylist, Yasmin Alkhawashki (@yashki), using the latest accessory and decor items from aura Living’s Ramadan collection. 

We hosted a stunning event that revealed both brands’ full Ramadan collections. After gifting all our guests their choice of outfits  from  Leem to wear for the dinner, guests were transported to Al-Qarah Mountain where a luxurious dinner setup by aura Living was waiting for them between the mountain’s canyons & rock formations.

After our guests indulged in an authentic dinner experience and captured unique content, our journey continued and guests were taken on a special tour that introduced them to the interesting facts about Al-Qarah Mountain and its formations, a surprise was revealed shortly after.

Walking through the mountain’s canyons, guests were surprised by an intimate cosy setup where Leem’s Ramadan collection was showcased, with mannequins creatively placed in key locations for a final moment of awe before the evening came to an end. 

Following the press trip, a dedicated press kit for both brands was shared with our media and influencers guests, with the announcement also being shared with the wider UAE & KSA press.

THE OUTCOME

• Fostered brand love – Creating this personalised experience for the guests allowed us to forge stronger relationships with them where they have now become supportive friends of the brand 
• Engaged with the media – Key titles from the region joined us for this press trip including Vogue Arabia, HIA, Grazia Middle East, Arab News and LIST. We saw a total PR value of over $262,189.38 from this trip alone
• Built brand awareness – With a total circulation of over 20,343,961 – we put the brand in front of new audiences
• Managed brand reputation – Through 100% key message penetration in our coverage, our brand messaging was positive and accurate.