Creating a platform that brought together investors, industry players, investment advisors and the media;
Enabling them to access and communicate industry insights with ease
Al Masah Capital Limited is a leading GCC-based independent advisory and asset management firm. It is a major regional player with a global reach. Al Masah Capital is known for its in-depth expertise that generates performance and value.
The company was formed to bridge the huge gap between industries and investors when communicating industry insights beneficial to investors. Investors need expert information when making decisions, and they need a platform to access these insights. Al Masah Capital provides just that – by changing the narrative and creating a platform that the key stakeholders could share.
They also sought to position their brand as thought leaders, opinion shapers and as a reliable source of information.
In order to ensure that the Investor Forums made a meaningful impact, the agency was tasked with;
Creating awareness for the forum
Positioning Al Masah as thought leaders and opinion shapers
Presenting the company as a reliable source of information to the news media
Showcase Al Masah as a trusted investment partner
Packaging the campaign in a way that arouses curiosity among the regional business media
Competing in a space dominated by established industry players
For any industry to thrive, the players need to fully understand their respective operating environment, analyze insights, and be able to predict trends in order to remain competitive.
As investors choose which portfolios to invest in, expert information becomes paramount to the final decision.
A preliminary internal research by Al Masah revealed a huge, and in most cases widening, gap between industries and investors in terms of communicating useful industry insights that would be beneficial to investors.
After exploring several options Matrix zeroed in on selected media opportunities to create awareness about the forum using campaigns that aroused the curiosity of regional business media. The idea was to position the Al Masah brand as a catalyst of regional investment interaction. Our messaging needed to establish Al Masah Capital as a thought leader in a space dominated by established industry players. It also needed to address the need for industry players to understand the environment, analyze insights, and provide useful information to investors. In order to ensure that the investor forum made a meaningful impact, the agency did the following;
Key report dissemination to selected media -- pre, during and post forum
Press releases development and distribution
Pitch and coordinate media interview opportunities
Profile key spokesperson(s) during the forum
Identify an influential media personality to be the keynote speaker
Media Material (development/distribution), Media opportunity identification
The agency's tactical media relations efforts secured an impressive media list for the forum.
By successfully managing to showcase relevance and value-addition to the respective industries, the agency was able to confirm adequate media attendance not only to provide coverage but also as stakeholders.
The trickle-down effect was designed to be dedicated, accurate and trigger in-depth reporting about investment matters
35% increase in attendance compared to the previous forum
310 clippings (English & Arabic) over the campaign period
19 Tier 1 media
51% increase in media coverage compared to the previous forum