PR at Atlantis, The Palm, Dubai

Giant Devil Catfish at Atlantis Aquarium

Hello, Atlantis! Howl PR & Digital were lucky to be invited to manage PR and social media for the Arabic Society of Human Resource Management (ASHRM) HR conference in February 2014.

ASHRM is the only dedicated HR organisation for the Arabic world and its 12th conference took place at the unique and rather spectacular Atlantis Resort in Dubai. If you’re heading to Atlantis, check out the mahoosive chocolate fountain at the breakfast buffet and its mesmerizing aquarium with Giant Devil Catfish (pictured).

PR and Media Relations

So what did we do? We supported PR and media relations by composing and issuing press releases about the conference being awarded royal patronage. We also issued post conference press releases about Dom Sagolla, co-creator of Twitter, inspiring the many young HR executives gathered at the conference. We won coverage in the Arab News newspaper and, the Reuters-owned Middle East newswire.

We were also managing all social media activity, which mainly focused on Twitter. In the run up to the conference, we organised a Twitter marketing campaign to foster engagement from delegates and speakers and to maximise online ticket sales. We also cross-promoted brand new developments for the conference, such as it’s own dedicated app for delegates to download on the Google and iTunes stores and the pre-conference workshops that delegates could choose from. Twitter engagement went through the roof at the event, with delegates, speakers and attendees alike all interacting by tweeting their thoughts and positive opinions about ASHRM 2014.


Being rather multi-skilled, if we do say so ourselves, we also composed speeches for MC Shadia Bseiso and assisted with some English-language translations. We personally loved getting to meet award-winning former BBC Newsnight presenter Gavin Esler and Paddy Harverson, Prince Charles’ former PR manager. Paddy Harverson masterminded the global media coverage of the 2011 Royal Wedding of the Duchess of Cambridge and Prince William, a task we don’t envy!

All in all, ASHRM 2014 was a wonderful conference and an event that we feel very proud to have participated in. Most of all, we really hope to be invited back to future ASHRM conferences. If you’re looking for support with speechwriting or PR and media relations, get in touch.



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