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The Warrior Academy

Warrior Academy logo

The Warrior Academy sought to maximise awareness and drive footfall to the opening of their first-ever dojo in Abu Dhabi at Al Wahda Mall.

King & Co PR supported the Academy by implementing a three-phased approach to engage key media, influencers, and opinion leaders in the opening.


This approach included:

  • Sending invitations to media and influencers for the opening event.

  • Creating a press release in English and Arabic to encourage media coverage.

  • Conducting targeted media relations activities to deliver profiling pieces for the company founder, Sebastian Bates.


The results were positive, with key profile pieces secured, including coverage on Dubai Eye Radio's Helen Farmer's Show and The National's Money and Me piece.


Additionally, six media influencers attended the event, including Freya Jaffar (who leads an influential Abu Dhabi Mum's group), Abu Dhabi Timing, Iconic Diaries, and influencer Lindsay Parry.


The opening was also covered by Abu Dhabi's leading newspaper, The National, and received additional tier-one coverage in one of the UAE's largest English newspapers, the Khaleej Times.

His Highness also attended the opening, with the K&C team drafting a quote and providing support on the day.



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