Transforming regional visibility in the GCC through high-impact communications
Despite a strong international profile, Saxo Bank's visibility in the GCC region lagged behind its global reputation.
To close this gap, Matrix Public Relations conducted a strategic deep dive into Saxo’s regional positioning, identifying missed opportunities and barriers to influence.
This offered an opportunity to reshape Saxo's regional strategy, positioning the bank as a credible and influential financial leader through tailored PR solutions.
From there, Matrix PR developed a tailored communications strategy designed to elevate Saxo’s profile in key Gulf markets. By aligning messaging with regional media priorities and financial narratives, the campaign repositioned Saxo as a regional thought leader with credibility, presence, and insight.
While Saxo Bank maintained a strong global presence, regions like Saudi Arabia, Bahrain, and Qatar had not received the same strategic focus, presenting Matrix PR with an opportunity to close the gap. The campaign objectives included:
Boosting Saxo Bank’s visibility in Tier 1 regional media, driving stronger recognition across GCC markets.
Expanding media engagement to secure more opportunities for brand exposure through earned placements.
Enhancing spokesperson visibility, positioning Saxo’s experts as credible, go-to voices in financial media.
Driving local traffic to Saxo’s regional website, increasing user engagement and supporting conversions.
Improving SEO and discoverability, to boost regional search rankings and backlink volume.
Saxo's primary focus on international media meant local markets were under-prioritized, reducing relevance in high-growth regional economies.
A lack of Arabic-speaking spokespeople and region-specific media engagement weakened Saxo’s credibility and authority in GCC financial circles.
Matrix PR conducted a comprehensive market audit across the GCC.
Analyzing media preferences, content formats, and journalist coverage patterns in Saudi Arabia, Bahrain, and Qatar.
Benchmarking Saxo’s brand visibility and online presence against leading competitors in the region.
Running a detailed SEO audit to improve English and Arabic SERP performance, driving discoverability and strengthening brand authority across multiple digital touchpoints.
Saxo Bank’s regional presence across key GCC markets lacked relevance and resonance.
To bridge this gap, Matrix PR designed a tailored strategy that reimagined Saxo’s global content and presence through a local lens, connecting the brand with GCC investors in a way that felt both accessible and authoritative.
Creating a region-specific communications strategy to boost Saxo’s visibility in GCC media.
Adapting global content to reflect local interests, enabling stronger engagement with GCC investors and traders.
Integrated media relations, SEO, keyword insights, and content marketing.
We secured top-tier coverage for Saxo’s two key spokespeople, the Head of Commodity Strategy and the MENA CEO, across both global and local platforms. We also brokered high visibility speaking slots, including a keynote appearance by the MENA CEO at the Economy ME Summit, to amplify thought leadership in influential spaces.
Matrix PR monitored financial trends and breaking news in real time to quickly insert Saxo’s spokespeople into timely conversations. This added a dynamic edge to the campaign, positioning Saxo experts as go-to commentators across regional media.
In the absence of Arabic-speaking spokespeople, we focused on tailoring content to regional audiences. By collaborating closely with local media, we ensured that messaging landed with clarity and impact even across language divides.
We repackaged Saxo’s global narratives to align with regional investor priorities. This involved strategic customization of media messaging, enabling Saxo to remain globally consistent while locally resonant.
We partnered with Matrix PR in 2023 with the goal of elevating our brand presence in the Middle East, and the experience has been nothing short of exceptional.
Matrix PR’s proactive and strategic approach has made them a valuable partner. Their deep understanding of our goals and ability to align with our vision has greatly enhanced our regional visibility, and we look forward to continuing this successful collaboration.
– Tara Tyan
Head of Marketing, Saxo MENA
Using the SCRUM to craft an identity and gain customer & channel confidence!
How a data-driven financial communications strategy supported a leading financial consultancy firm to rise above the noise
Empowering women in their fearless pursuit of beauty
