Empowering a B2B story through a B2C narrative


The Case

Matrix PR assisted Shipsy, a SAAS logistics management platform, to make a strong foray into the Middle East market, through some slick and tactical communication strategies that targeted both B2B and B2C audiences.



Key objective: To achieve Shipsy's business goals in the region through stories that focus on the solution provided by Shipsy's platform that address client pain points.

To establish visibility for the brand through content creation and by creating opportunities for the brand and spokespersons at industry events

To create content that would educate the target audience and turn prospects into leads through SEO optimized articles to boost search ranking

To make Shipsy relevant to the region and be recognized as experts in their field

Highlighting the position of Shipsi in the region by media outlook along with the leading industry through comments and ensuring the achievement of a leadership center in the industry.


  • Extremely Niche Technology for Logistics & Supply Chain

  • Primarily targets a B2B audience

  • Media were more interested in B2C stories

  • Less brand exposure in the region

  • Communication laden with technical jargon


Customer Pain Points – Customers demanding better services at lower cost along with increased competition

Need for Data back decision – The need to live up to customer expectation at reduced costs made adoption of technology and digitization mandatory

Focus on B2C – Barring the industry magazines, the media usually works on stories that have a direct relevance to the end consumer

Tech Media – Worked mainly on core AI focused stories related to IT



Our research clearly showed that the logistics media landscape in the region is limited. In order to meet the business and comms objectives, we would need a strategy that would appeal and be relevant to a wider audience.

To ensure wider reach and visibility for the brand we customised a communication strategy covering the following 4 key media requisites:

1. Focus on telling the brand story – By adapting the golden circle to communicate and address the What, How and Why

2. Innovation + Sustainability = SHIPSY

3. Focusing on Data & Insights

4. Creating a B2C impact - We appropriately tailored Shipsy in the below 3 media segments:

  • Mainstream media – By simplifying and tailoring content to address B2C stories

  • Tech Media – Focus on the AI backed solution Shipsy provided

  • Industry Media – Highlighting the company profile and contribution they were making to the industry



Telling the Expert story

    • Comment Opportunities – Through customized content for different media categories which helped secure comment opportunities
    • Proactive content – Based on trending news and announcements, the agency curated quick content for the media. Secured exclusive interviews on Radio and TV (Dubai Eye Business Breakfast & Dubai One TV)

Telling the story in person

    • Speaking at Logistics News Forum – Guest speaker along with industry players such as Aramex, Bateel etc.
    • SEAMLESS ME 2022 – Networking and lead generation opportunity. Secured coverage in leading publications such as EuroNews, Fintech Times, Al Bayan, Al Khaleej and more
    • Speaking at SEAMLESS 2022 – As a moderator sharing space with regional business leaders such as Choithram, Yallamarket, Westzone

Telling the Industry & brand story

    • Thought Leadership – Shared OpEds which featured in leading Arabic and English publications such as Gulf News, Al Khaleej, and more
    • Interview Features –Secured interview opportunities in Tier 1 titles such as Khaleej Times, and Integrator Magazine along with a cover page opportunity in Logistics News Middle East



Converted leads

Shipsy managed to increase its client base in the region and managed to secure several of the leads on their target list

Organic Traffic

Double-digit increase in organic traffic to the company’s website

Media clippings

PR campaign generated over 700 media clippings

Op-Ed features

Secured 10 Op-Ed features in the likes of Gulf News, Gulf Business, Al Khaleej, Logistics News ME, Logistics Gulf News, etc.

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