A Royal book launch for Khalaf Ahmad Al Habtoor

The brief: Midas was briefed to launch prestigious UAE businessman Khalaf Ahmad Al Habtoor’s autobiography in the UK, generating media coverage across print, online and broadcast channels, while helping to raise the profile of the author and drive sales.

Strategy and implementation: It was agreed that the book launch activity would focus around two key events; one soft launch at a polo tournament attended by The Queen in late June and an official launch party attended by Baroness Warsi in mid-October. As the author was relatively unknown in the UK, these events would serve as a good way to introduce him to target media. In addition to the events, Midas would ensure that as many journalist contacts and industry acquaintances as possible were contacted and informed about the book, particularly business publications and journalists with an interest in the Middle East and UAE business and politics.

Results: Both the Al Habtoor Royal Windsor Cup, which took place on 24th June 2103, and the official book launch for Khalaf Ahmad Al Habtoor: The Autobiography, on 17th October 2013 at the Harrods Penthouse, attracted a range of key media, which subsequently led to widespread press coverage including Daily Mail, Independent on Sunday, Director, Management Today, the Bookseller, Sky News, Monocle 24 plus film crews from Dubai TV and MBC.

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