Saudi Arabia: a new golf destination

the challenge

Action Global Communications was appointed by IMG to manage PR and communications in KSA and the wider GCC for the inaugural Saudi International powered by SBIA in 2019.

our approach

Action developed and implemented a comprehensive PR campaign designed to achieve multiple communication objectives set by IMG (and its client, the Saudi Golf Federation):

• To educate KSA media on the sport of golf

• To drive awareness of and attendance to the Saudi International powered by SBIA in King Abdullah Economic City

• To establish the event as a key factor in the wider Saudi Vision 2030 initiatives

By working in close collaboration with IMG and KAEC, Action UAE’s eight-week campaign resulted in 31 x pieces of original content, comprising press releases, features, player Q&As and interviews, across the campaign, which ran from December 2018 to February 2019.

In addition to agency-generated content, Action also distributed several pieces of stakeholder and partner supplied content.