King & Co PR were appointed for the soft launch of Locals.org a few days before the app was labeled ‘App of the Day’ in the UAE on July 8 – a strategy was therefore devised around this period in order to maximize the results.

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As part of the plan, King & Co drafted a compelling press release that focused on Locals.org’s past success as well as their plans to scale in the region. A targeted media list was compiled for the dissemination of the press release and for profiling opportunities of the four Founders - Eugene Nevgen, Natalia Vodianova, Sergey Gonchar, and Timon Afinsky.

 

Results

The release garnered tier-one coverage including Gulf News, Wired Middle East, and Entrepreneur Al Arabiya. A total of 21 pieces of coverage were secured, resulting in a PR value of over US$853,340. Notably, Timon Afinsky was interviewed on The Business Breakfast, which was also aired on Dubai One TV, and Natalia Vodianova was featured in Entrepreneur Middle East’s Lessons On Leadership series in both print and digital, where she was the opening story of the series.