CLIENT 1:- IRIS- PR CAMPAIGN DATE OF IMPLEMENTATION: JULY 2007

The Communications Objective:• To educate target audiences on IRIS - the quality and range of IRIS services and

developments• To promote and position IRIS in the UAE/Pan Arab/Region• To get IRIS “out there” in more depth…to define the group, to establish

credibility….to convey key messages• Position Ashwin Sheth as an expert on property development

The Communications Challenge:• Positioning IRIS, alongside other well established developers in the region including

Emaar, Nakheel and defining the uniqueness of this developer and the property developments.

• Extremely Noisy PR Market- The Middle East's Real-estate PR industry is growing fast, the number of developers (government and private sector) using PR is increasing and

the number of PR agencies starting up is growing.

The Campaign Implemented:

• This PR initiative, created by Active PR since the launch of IRIS’s second development in the UAE, generated much exposure and coverage across a diverse selection of key media publications with Pan Arab reach including TV Business, Consumer and Property Programmes, Radio, Print and Onlines publications

• Also, the initiative created a radio opportunity (15 minutes air time) with one of the leading English contemporary, lifestyle business property programmes in Dubai, ‘…….’ City 7 TV

• This activity was a success due to the various IRIS target segments it reached across including – Business, Lifestyle/Consumer, Property & Business/Daily titles

• The coverage generated directly from the media/PR campaign for a 4 month period from July to October is valued at approximately US$240,701– reaching both a wide geographic and demographic within the UAE/Pan Arab markets across the region

The Result of the Campaign:• IRIS– at the time of the initial PR Campaign was – still “unknown” outside of those

directly involved with the various projects that the company was undertaking and therefore it was key to utilize the key messaging to convey the IRIS’s mission and position.

• Active Public Relations developed a strategy that successfully positioned IRIS as one of the leading property developers – and part of the Sheth Group – that delivers high end projects to ensure that Dubai remains at the forefront of destinations of choice for residential and business travellers both in the region and internationally.

• Active PR Identified speaking opportunities for the CEO of IRIS locally and regionally and conducted One-on-One interviews/ features/ with key business, property and vertical media

• The targeted media are now more aware of the approach IRIS would like when positioning them in key media

*Source & Chart: Active PR

Sample No. of Coverage achieved for IRIS between July-October 07