Dubai, UAE, 10 October 2010: Bawadi Mall has appointed Virtue PR & Marketing Communications as its regional PR agency. The move is part of a strategic plan to strengthen its position in the GCC market.
"The prime requirement of our PR strategy is maximizing awareness of our newly established mall in the UAE and across the Middle East. Our focus is on familiarizing the region’s industry, media and other members of the target audience with the Bawadi Mall brand and to highlight the new mall as the prime location for shopping for leading international and regional brands,” said Khalid Shraim, Marketing Manager, Bawadi Mall.
“We were looking for an agency that could effectively harness PR to complement other marketing communications disciplines. Virtue’s key differentiator was their understanding and efficiency in engaging public relations to drive desired business outcomes,” said Shraim.
Firas Sleem, UAE Director, Virtue PR & Marketing Communications said: "We are extremely pleased to partner with Bawadi Mall. What distinguishes Virtue is our delivery of out-of-the-box and disciplined solutions that are business driven. All agencies claim that they incorporate creativity when devising a communications programme; however the majority of them are just copying international strategies. Through adherence to the highest market standards, Virtue has successfully managed campaigns that shaped purchasing behavior and influenced thought patterns.”
"We are a marketing communications agency that is led by credibility, innovation and transparency. These three elements are crucial factors in the success of any communications consultancy in the Middle East," added Sleem. "With our extensive knowledge of the regional market, we will tailor specific marketing communications strategies for Bawadi Mall."
Bawadi Mall has been opened at a time where Al Ain city is expanding dramatically. Bawadi Mall provides an ideal shopping experience for people of the UAE and beyond. The mall succeeded in positioning itself on the international map very quickly through the series of marketing activities and global best practices.
New brands have made their debut in Al Ain city through Bawadi Mall, such as Zara, Mango, MAX, Marks & Spencer, Kotton, New look, H&M and ACE, amongst others. The mall has attracted more than 380 retail outlets, including top international names.
“Despite the international financial crisis, the Middle East region still remains one of the most vibrant as far as shopping is concerned," added Shraim. "Bawadi Mall is poised to dramatically increase its market share in the months to come through a well orchestrated media communications campaign."
