2. mojo (noun): A lucky charm or spirit
When you’ve “got your mojo working” you become irresistibly attractive
3. Mojo PR - who we are
• 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
4. 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
5. Mojo PR – The Partners
• 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
6. What We Do
• 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
7. The Mojo PR Team Experience
Luxury
Tourism & Hospitality
Government
Real Estate, Architecture & Design
8. The Mojo PR Team Experience
Entertainment and Events
E- Commerce & Consumer Technology
Food & Beverage | FMCG
9. The Mojo PR Team Experience
Corporate
Trade & Consumer Exhibitions
10. How We Work
• 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.
11. Geographical Reach
• 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.
13. Hospitality & Luxury Experience
• 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
14. 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.
15. Case Study: The Heart of Europe – Kleindienst Group
• 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.
16. 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.
17. 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.
18. 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.
19. What Sets Us Apart
• 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
20. Thank you.
For more information please contact Mojo PR:
Tara Rogers Louise Mezzina
Tel: +971 50 345 8424 Tel: +971 50 343 8223
tara@mojo-me.com louise@mojo-me.com