BRIEF

Since 2015, SEC Newgate ME has been supporting the Italian Trade Agency in its promotion of Italian firms’ globalisation at key trade and consumer events in the UAE, including:

• Specialty Food Festival from 2015
• Italian Luxury Interiors at Downtown Design Dubai from 2015
• Abu Dhabi International Book Fair from 2016
• Watch & Jewellery ME from 2016
• MICAM Exhibition of the SS2017 Footwear and Fashion Trends
• Abu Dhabi International Petroleum Exhibition & Conference (ADIPEC) from 2017
• Dubai Airshow from 2017
• Dubai Boat Show from 2017
• Sharjah Book Fair from 2021
• Arab Health from 2021
• GITEX from 2021
• Dubai Airport Show from 2023

SOLUTION

During each event, SEC Newgate ME worked on a bespoke PR campaign that was designed to: raise awareness and excitement around the participating Italian companies amongst regional trade and consumers; increase media exposure of the Italian companies amongst tier one media; provide opportunities for additional business interest in Italian companies.

OUTCOME

Recent results include:

• 2024 Overall (7 events): 302 clippings, AVE of USD 1.5 million
• Dubai Airshow 2025: 56 clippings, AVE of USD 297,144
• Watch & Jewellery ME 2025: 47 clippings, AVE of USD 313,746