The Economist Group is a global current affairs and business media brand. Online and in print The Economist provides insight and perspective on the world's business, political, scientific, technological and cultural affairs.
Readers of The Economist want to have their horizons stretched, their thinking sharpened and to make connections between different ideas and events. The Economist ignites their thinking.
Dubai Holding, a holding company with presence in 13 industries, sought to leverage its strategic partnership with the World Economic Forum (WEF) and to appeal to a select audience of investors, high-level executives and politicians.
Dubai Holding commissioned The Economist Group to produce a research report that would command the attention of this audience, whilst simultaneously positioning the Dubai-headquartered organisation as a thought-leader to attendees of the World Economic Forum (WEF).
The editorial expertise of our research division was combined with our ability to provide multi-platform exposure to the report in printed and electronic publications. The Economist Group was uniquely able to provide a brand with the gravitas required to command the attention of the targeted audience.
Based on a survey of our database of 80,000 global executives across 75 countries, "Risk and Regulation: A New Era for Capitalism" was launched in May 2009 at the second WEF in Jordan. Including case studies, in-depth interviews with analysts and insights from independent experts, the research was made available through a specially created microsite.
The report was also promoted across several media channels, including adverts in
The Economist, an electronic campaign on The Economist online and the Economist Intelligence Unit’s (EIU) website.
The promotional campaign (including one million impressions on The Economist online) attracted over 8,500 unique visitors to the microsite, generating circa 3,000 downloads of the report in a single month. The report was also distributed to the survey respondents and targeted executives in The Economist Group’s database.
The research was covered in over 15 media outlets, including radio shows, newspapers and websites. The coverage included the sharing of the microsite via social media such as Facebook, Twitter and Delicious.
As well as managing to double the size of Dubai Holding’s opt-in database, the report is also being used by the company on its website as an example of its thought leadership.
"Risk and Regulation’s in-depth analysis of a complex economic situation enabled us to provide substantial value added to our clients. Additionally, the report’s release at the WEF 09 positioned Dubai Holding to the attendees of the event as a thought-leader, with a dual focus on global and local markets."
- Khalid Al Shafar, Marketing Director, Group Marketing, Dubai Holding
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