Disney Book concert in Saudi Arabia

the challenge

Action Global Communications was the appointed agency for The Disney Book concert, performed by the Grammy-nominated pianist, Lang Lang, at the King Abdulaziz Center for World Culture (Ithra)  in Dammam, in December 2023.

With the project taking on added significance as the first event of its kind to be held at Ithra, Action’s work involved strategic positioning for Ithra and Disney, in addition to raising awareness of the event.

our approach

The team crafted a PR plan inclusive of paid and earned media opportunities, extending to media from across the region, the UK and the US. In addition  to press releases and features, the strategy also included interview opportunities.

Moreover, Action coordinated with regional media for a FAM trip during which journalists were given a tour of the venue, access to some of the performers for content capture as well as an invite to the show. This resulted in maximum visibility of the musical event in the form of online and print coverage along with social media stories and reels/posts by the media who attended the event

The team also created a crisis management strategy to be pro-active towards any negative publicity that could be anticipated due to the regional situation.