Laying a Concrete Foundation for Al Muqarram Group
With more than two decades of experience, Al Muqarram Group (AMG) set out to strengthen its position as a recognised player in the GCC construction and real estate landscape. While the group had deep operational expertise and a strong project track record, this was not yet fully reflected in its external profile across the region.
AMG required a strategic PR partner to help translate its homegrown knowledge, insights, and experience into a clear, credible narrative that would resonate with key stakeholders. The objective was not visibility for visibility’s sake, but to position the group as a reliable, informed, and trustworthy construction partner within an increasingly competitive GCC market.
Matrix PR was appointed to lead this effort by shaping AMG’s communications strategy, strengthening its media presence, and supporting its evolution into a recognised voice within the regional construction and real estate conversation.
Position Al Muqarram Group favorably within the GCC construction and real estate sector.
Increase brand awareness among key stakeholders, including customers and business media across the GCC.
Build long-term trust and professional rapport with regional business and industry media.
Establish AMG and its leadership as credible experts through participation in key industry events and informed media engagement.
The regional business and construction media relied heavily on GCC-based international players as primary sources for construction and real estate commentary, leaving limited space for emerging local voices.
Al Muqarram Group operated within a specialized niche, and media familiarity with both the category and the brand itself was limited, creating an initial barrier to engagement and coverage.
The GCC construction and real estate market is highly saturated, with long-established construction firms and product distributors dominating both market share and media attention.
Media relationships in the region had largely been built around these established players, resulting in a steady flow of information from familiar sources.
Matrix PR identified a gap for Al Muqarram Group to position itself as a credible, homegrown alternative by leveraging its local expertise, technical capability, and understanding of the regional market.
Matrix PR aligned Al Muqarram’s communications objectives and executed a focused PR strategy designed to position the company as a trusted expert with deep regional experience in construction and real estate.
Securing media buy-in was critical to establishing and amplifying the company’s technical credibility.
The campaign positioned Al Muqarram as a reliable source of construction and real estate insight for regional business media.
The agency leveraged the company’s expertise to attract ongoing requests from media seeking expert commentary and analysis.
Building a consistent rapport with business media required the regular delivery of timely, relevant, and newsworthy information.
Disseminate monthly press releases and industry-focused articles
Regular pitching of op-eds and interviews by designated spokespersons
Providing expert commentary and industry insight in response to media inquiries
* Developed a steady pipeline of relevant, newsworthy content and strategically distributed it across GCC business, construction, and real estate media.
* Pitched timely article and op-ed ideas aligned to market developments to maintain consistent visibility.
* Positioned the company’s spokesperson as a credible regional authority through regular dissemination of expert commentary to GCC business media.
* Proactively authored and placed op-eds and thought leadership pieces addressing emerging industry trends and priority topics.
* Coordinated targeted interviews for the spokesperson with key business and trade media.
* Actively approached priority outlets with expert insights and quotes, resulting in regular inclusion of the spokesperson’s perspective in relevant news coverage.
The communications strategy and execution significantly elevated the company’s profile within the regional construction and real estate sector, firmly positioning it as a trusted and credible source for GCC media.
The campaign increased the brand’s share of voice across mainstream and trade media by consistently leveraging expert insights, commentary, and industry perspectives. The agency’s media liaison team also managed all press inquiries efficiently, particularly during high-interest industry moments.
Secured over 50 online features across leading platforms, including Gulf News, Khaleej Times, Authority Magazine, Gulf Business, Entrepreneur Middle East, and Al Arabiya.
Delivered 28 print clippings in prominent regional publications, including Gulf News, Khaleej Times, Al Bayan, Al Khaleej, Al Roeya, MEP Middle East, ME Consultant, and PMV Middle East.
Achieved consistent leadership positioning in mainstream print media through regular inclusion of construction-related commentary and industry insights.
Improved brand visibility and subject-matter credibility resulted in ongoing inbound media requests from business and trade journalists seeking expert input.
How PR helped to achieve growth, a new channel partner and overachieve MQL targets
Helping the organization to act as a trading bridge between Japan and the UAE
Casa Milano Showroom Launch: Crafting a Luxury Brand Debut
