Positioning JETRO as a Trade Bridge Between Japan and the UAE
JETRO required a focused communications strategy to position the organization as the official gateway for Japanese innovators and startups looking to enter the UAE market. The mandate was to elevate awareness of JETRO’s role in facilitating bilateral trade, while simultaneously showcasing the innovation, credibility, and commercial relevance of its participating companies.
The campaign needed to deliver strong media visibility around JETRO’s presence at GITEX, reinforce its position as the body enabling cross-border trade and investment, and highlight the tangible business opportunities available to organizations in both Japan and the UAE.
JETRO participated in GITEX 2017 to promote trade and investment between Japan and the UAE. The PR objectives were to:
* Position JETRO as a key enabler of bilateral trade between the two nations.
* Raise awareness of trade and investment opportunities available to businesses in Japan and the UAE.
* Educate media and target audiences about the JETRO pavilion and participating companies at GITEX.
* Ensure sustained media visibility during and after the GITEX exhibition.
Limited brand awareness: JETRO was relatively unknown among UAE media, business audiences, and technology stakeholders, requiring rapid credibility-building ahead of GITEX.
Driving meaningful footfall: Attracting sustained, high-quality traffic to the JETRO stand was critical in an exhibition environment crowded with global exhibitors and competing narratives.
Standing out in a saturated media environment: With hundreds of organizations vying for attention, JETRO needed to cut through the noise and secure media interest before, during, and after the event.
To strengthen trade ties between Japan and the United Arab Emirates, JETRO identified GITEX as the region’s most influential technology platform and a strategic entry point into the Middle East market.
Research showed that Japanese technology companies and startups were increasingly viewing the UAE as a priority growth destination, drawn by its role as a regional business hub and gateway to broader Middle East and African markets.
GITEX presented a unique opportunity to position Japan’s innovators in front of regional decision-makers, investors, and media, using Dubai as a launchpad for broader expansion across the Middle East.
Matrix PR developed a targeted media relations strategy designed to build visibility, credibility, and relevance for JETRO in the lead-up to and during GITEX. The approach focused on engaging the most relevant business, technology, and trade media to educate audiences about JETRO’s role, its participants, and the opportunities it creates for bilateral trade between Japan and the UAE.
Messaging was structured to position JETRO as the official gateway for Japanese startups and innovators seeking entry into the UAE market. Particular emphasis was placed on elevating the organization’s flagship stand and highlighting Smart Medical as a leading example of Japanese innovation.
The content strategy centered on informative, thought-provoking storytelling that demonstrated the commercial and technological value of collaboration between the two countries, while clearly articulating the benefits for regional businesses, investors, and partners.
Enhance credibility
Showcase key participants
Highlight flagship stand
* Matrix PR drove awareness of JETRO through a focused media relations program designed to reintroduce the organization to key trade, business, and technology media.
* An integrated pre-event media strategy was developed to target relevant publications ahead of GITEX. Tailored communication materials were created to clearly articulate JETRO’s mandate, role, and value proposition, ensuring consistent and informed coverage across priority outlets.
* To generate interest and footfall, Matrix PR positioned the Japan Pavilion as a must-visit destination for trade media at the exhibition.
* Matrix PR highlighted JETRO’s flagship stand, Smart Medical, and showcased the broader range of innovations presented by the seven Japanese entrepreneurs.
* This approach ensured balanced exposure across participants while reinforcing JETRO’s role as curator and enabler of innovation.
* Targeted outreach was conducted across Tier-1 and specialist trade publications using strong, thought-provoking content aligned to regional business and technology narratives.
* This approach secured meaningful engagement from media seeking insight into Japanese innovation, cross-border trade opportunities, and the UAE’s role as a launchpad for regional expansion.
Matrix PR secured strong, high-quality media coverage for JETRO’s participation at GITEX, significantly increasing visibility for the organization and its role in promoting bilateral trade between Japan and the UAE.
The campaign positioned JETRO as a credible and authoritative source for media seeking insight into Japanese innovation, cross-border trade opportunities, and the UAE’s role as a regional launchpad. As a result, JETRO strengthened its media relationships while successfully drawing attention to both its flagship stand and participating companies.
The seven Japanese participants at the JETRO stand attracted a strong, sustained flow of visitors throughout the exhibition, generating interest from the media, industry stakeholders, and potential partners.
38 Tier-1 media clippings secured over the campaign period. Coverage included radio interviews, television interviews, and print and online publications
Media exposure achieved a balanced reach across key audiences, with coverage appearing in both English- and Arabic-language publications, extending JETRO’s message to regional and international markets.
Coverage spanned multiple platforms and formats, with the majority driven through online media, supported by broadcast and print exposure to reinforce reach and credibility.
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