BRIEF

• SEC Newgate Middle East was engaged to elevate Almasar Alshamil Education as a serious regional player in higher education, transnational partnerships and SEC development in 2025. We were tasked with creating the messaging architecture, producing all core content, driving media engagement and securing tier-1 interviews that would put Almasar Education’s leadership on the map.
• All communications activity was strategically designed to support Almasar’s landmark IPO on the Saudi Exchange (Tadawul) in December 2025, an offering oversubscribed 103x by institutional investors.

SOLUTION

• The team built a strategic message house and PR roadmap, alongside the social media content strategy.
• Produced a suite of high-value English and Arabic content including press releases, features, Q&As and blogs across themes such as AI in education, future-readiness, SEC expansion and talent development.
• For key events such as Education Investment MENA and Education Investment Saudi, the team drafted all media materials, talking points and social content, led pre-event outreach, and provided on-ground support with media handling, photography and videography.
• Executed a focused executive-visibility programme, securing and managing interviews with high-value English- and Arabic-language outlets.

OUTCOME

• The campaign significantly elevated Almasar Education’s media presence in the months leading up to the key industry events. SEC Newgate secured tier-1 interviews with outlets including The National, AGBI, Asharq Bloomberg and Khaleej Times Arabic.
• The dual-event activation in Dubai and Riyadh placed Almasar at the centre of regional education conversations, strengthened executive visibility, and set the foundation for sustained positioning across the GCC.