Action UAE had to turn around a new business request in four days within October 2012 to launch the “Camellos” brand for the “Cafe2Go” chain of coffee shops in Dubai. The aim was to promote coffee with camel milk and a range of food and beverage products featuring camel milk or camel meat products. Action UAE pulled together a media briefing that was attended by 22 journalists and delivered sizeable coverage including 17 print stories, 81 online and a highly positive and much repeated report on the ” BBC World” channel. A social media news release was accessed by 334 media outlets