With approximately three-quarters of the United Arab Emirates’ (UAE) GDP coming from sources other than oil[1], the Gulf State continues to build its economic foundations with concrete. This construction inspired growth is driven not just by the Expo 2020 plans but more fundamentally, a government sponsored infrastructure development plan covering housing, roads, railways, schools, health facilities and public buildings to further consolidate the UAE’s global ranking of 17th[2] in terms of infrastructure but also to encourage sustainable economic growth well into the future.
And that, one could argue is the key for foreign industry looking to ride the Gulf States’ pro-business development plans well past 2020 – sustainability – economic but equally so, environmental. The construction industry must not only meet the tendering requirements for business in the Gulf State, but they must be able to demonstrate through their brand and product perception, an “innovation core” that echoes the Emirates’ aspirations for global recognition of delivering innovation in the fields of economic and environmental sustainability.
Companies cannot create this sort of brand value overnight. It requires a long look approach to their external and internal representation in the region. NoBorders is guiding its clients in developing a clear path towards these grandiose strategic goals through sustained media relations and messaging aligning the clients’ business goals and products’ value propositions with the buzzwords of innovation and sustainability.
But especially in the case of the UAE – demonstrating that your clients’ aspirations are truly innovative and sustainable, requires case studies, testimonials, speaking engagements and continuous media relations to drive home the message. Only with such a structured and planned approach to your media relations in the region, will you be able to elevate your brand and keep it up there over time – generating sales and long term business growth.
[1] International Monetary Fund
[2] World Economic Forum – Global competitiveness report, 2015
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