Our goal was to build The Economist brand in the Middle East and broaden its readership by informing people of the importance of objective, independent opinion in a magazine that covers more than just business. Working off the positioning of ‘Join the global conversation’ and a small budget, a major part of our strategy was opening a series of Economist WiFi Hotspots in partnership with restaurant chains. 

This cost-effective mechanism to build brand awareness and loyalty worked well, because there was no other free WiFi facilities in Dubai at the time. Alongside this we developed a traditional brand campaign that was rolled out across Dubai and further afield in the region. 

Sales of The Economist have risen by 37% in the Middle East since the launch of this campaign. 

Award: 

Lynx Awards 2010 - Gold Merchandising/In-store Marketing & Point of Purchase Displays.