Putting down roots in the Middle East

BRIEF

Infinite Global were instructed to launch a new office in Abu Dhabi for major US-based law firm, as part of an ongoing media relations brief to support the firm’s Middle East practice.

SOLUTION

Led from the UK, we developed global media out-reach plan which was acutely cognizant of cultural considerations and the regional media landscape. As part of this plan we created a full press kit, including national, international and sector-specific target publications for the firm’s priority practice groups which included energy, infrastructure development, finance, international arbitration and dispute resolution.

Pre-announcement, we secured in-person meetings for the firm’s Managing Partner with select Abu Dhabi media contacts (including The National and Arabian Business), in order to discuss the background to the move and the firm’s service offering in the local market.

At launch, we canvassed the news to key UAE / Middle East and UK media targets, securing further interviews for the firm’s Managing Partner and Office Managing Partner. We simultaneously engaged with US media contacts liaising to coordinate further media interviews with assigned US spokespeople.

OUTCOME

US, UK and ME coverage was achieved in target publications including: Bloomberg, The Legal Intelligencer, Law360, The American Lawyer, Global Legal Post, The Lawyer, Legal Week, Middle East Economic Digest, Emirates Business, Arabian Business, The National  and Al Alroya.