KSA introduces InFlavour

the challenge

Action Global Communications managed PR and communications for InFlavour 2023, a ground-breaking new food sector platform created by Saudi Arabia’s Ministry of Environment, Water & Agriculture (MEWA) and Tahaluf, the entity behind the country’s highly successful LEAP technology exhibition.

our approach

Action devised a PR strategy that was divided into the following:

Content development: Drafting content including press releases pre-event and during the event as well as Q&As to promote the inaugural edition of the show.

Press office: Handling all incoming media inquiries, including requests for comments, media visits to the event, and interviews to increase awareness of the exhibition.

Event support on-ground: Supporting with media attendance in order to drive maximum footfall to the show across all three days. Managing media on-site during the opening ceremony and conducting interviews with approved spokespeople.

As part of the campaign, our specialist exhibition team drafted and distributed 10x press releases, to regional and targeted international media, and coordinated 15x interviews with Gulf Business, Lovin Saudi, Saudi TV, Images Retail ME, and more, resulting in 3,402 clippings with $44,325,294 PR Value, $14,775,098 AD Value and circulation of 1,039,702,235 across English and Arabic outlets.

This includes coverage in top-tier media such as Al Riyadh, Arab News, Caterer Saudi Arabia, Okaz, BBC Good Food Middle East, Caterer Middle East, Arabian Business, and Asharq Al-Awsat.