Communication tactics that strengthen a brand’s profile and position it as a key player in the industry
In 2007, SAXO Bank was a new entrant in the GCC financial services space that needed to establish itself as a formidable player.
The media had developed relationships with the established players and were constantly receiving information from these institutions.
SAXO Bank needed to penetrate the market and position themselves as a reliable and credible financial expert and partner.
Now SAXO Bank has established itself as a financial powerhouse in the region.
Matrix needed to increase awareness about SAXO bank with the media and amongst its target audiences. We also needed to raise awareness about the bank and its entry into the GCC market. Our PR strategy needed to improve SAXO’s media relations and position them as a reliable source of financial news and information.
Positioning
Awareness across the GCC
Participation in industry events
Media Relations
In 2007 the brand was a new entrant into the regional financial services sector
The media heavily relied on their own financial services sources
Unknown by the business media
Zero experience in the GCC
Region filled with experienced financial services providers.
The media had developed relationships with the established players and were constantly receiving information from these institutions.
However there was an opportunity for SAXO BANK to penetrate the market and establish itself as a formidable player in the local financial services scene.
The agency supported the bank’s communications objectives by formulating and executing a PR strategy, which set out to position the institution as an expert in regional and global financial matters.
Buy-in and support from the media was crucial in boosting the bank’s expertise. The campaign exploited avenues which positioned the bank as a reliable source of financial news and information.
Matrix also leveraged the bank’s expertise to attract business media who sought quotes and comments on various financial matters. It was therefore very crucial to build rapport with the business media by constantly and efficiently feeding them with valuable information.
Disseminate weekly commodities reports
Op-Eds & Interviews by senior employees
Make available expert comments (on industry issues) to key financial media
Disseminating weekly commodities reports to GCC papers and main online business and finance sites from Saxo Bank’s experts
Releasing monthly and yearly results of Saxo Bank to all GCC media
Disseminating comments from different experts of Saxo Bank to all GCC media
Releasing Saxo Bank’s Outrageous Predictions every year to all finance and business media in the GCC
Arranging interviews when experts from Saxo Bank visit Dubai and/or other GCC states
Approaching all media for opportunities on comments or quotes from Saxo
Bank’s experts to be used in relevant articles
The agency’s communications tactics raised and strengthened the bank’s profile in the industry whilst positioning it as a reliable source of financial information for the regional media.
The agency was also able to localize key messages and news announcements thus showing relevance in the respective GCC countries.
Enhanced coverage in all mainstream print media – covering commodities reports, comments, and financial reports
Enhanced visibility and expertise culminated in regular enquiries from the business media
Impressive coverage across key online publications within the GCC
Regular media mentions emanating from the weekly commodities reports, monthly/annual results
Investment in Media Relations Pays Off!
Creating a platform that brought together investors, industry players, investment advisors and the media
Creating awareness for a regional pioneer
