Helping the organization to act as a trading bridge between Japan and the UAE


The Case

To strategically position JETRO as offering trade opportunities specifically for Japanese innovators and start-ups seeking to make their mark in the UAE market. We needed a communication approach that would create awareness, enhance credibility, showcase the participants, and highlight their innovative products.

Our messaging needed to ensure media visibility and position JETRO as the body promoting bilateral trade between the two nations. We also needed to raise awareness of the trade opportunities available in both countries.



JETRO participated in the 2017 GITEX event with the aim of promoting mutual trade, investment between Japan and the UAE.

PR objectives included

POSITIONING JETRO as a key player for promoting bilateral trade between the two nations

RAISE awareness of trade opportunities between Japan and the UAE

EDUCATE the audience about the JETRO stand and its participants at the expo

Ensure media VISIBILITY during and after the GITEX event


  • Relatively unknown organization

  • Attracting significant footfall to the JETRO stand

  • Competing for media attention with other exhibitors


In an effort to boost trade between Japan and the United Arab Emirates, JETRO participated in the region's premier technology exhibition.

Japanese companies and tech startups have been eyeing the UAE as their next growth frontier.

GITEX, therefore, presented a golden opportunity for Japanese innovators who want to break into the Middle East using Dubai as their launch pad.



Matrix used an innovative media relations strategy to target relevant media and increase visibility. We targeted relevant media to ensure media visibility and educate audiences on the JETRO stand and products. The messaging positioned JETRO’s products, including their flagship stand, Smart Medical, as thought-leaders.

Our messaging team provided informative and thought-provoking content to relevant media for publication and distribution and highlighted the benefits the collaboration between the countries would bring.

The agency adopted a two-pronged PR approach that would enhance credibility, showcase participants, and highlight the flagship stand/innovation:

Strategically position JETRO as offering trade opportunities for Japanese startups and innovators seeking to enter the UAE.

Create awareness of the seven Japanese entrepreneurs chosen by JETRO to showcase their innovations at UAE’s premier technology expo.

  • Enhance credibility

  • Showcase key participants

  • Highlight flagship stand

Execution & Tactics


Raise Organization Profile

    • Create Awareness through media relations.
    • The agency mapped out an elaborate pre-event media relations strategy that targeted relevant media.
    • Communication material that reintroduced the organization to the media was developed and shared with the trade media.

Brand Activations / Experience

    • Generate interest for trade media to visit the Japan pavilion at the expo.
    • Highlight the flagship stand – Smart Medical, including other notable innovations by the seven Japanese entrepreneurs.

Media Outreach

    • Grab media interest with strong and thought-provoking content across key Tier One publications.



The agency managed to secure considerable media coverage for JETRO's participation in the GITEX event.

This also enhanced media visibility for the organization as well as positioned it as a credible and reliable source of information for the media.

This firmly cemented its overall goal, which is to boost trade bilateral trade between Japan and the UAE.


The seven Japanese participants at the JETRO stand attracted an impressive number of visitors.


38 Tier 1 clippings over the campaign period

Radio Interview
TV Interview
Print / Onlines



The Results

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