Challenge:
Saudi Arabian-based retail franchising company the Fawaz Alhokair Group was looking to generate interest away from U.S. brands that might be interested in franchising in the Middle East. Representatives from the company planned to travel to New York City for a trade show, and Dix & Eaton suggested utilizing the media to generate awareness and interest.

Solution:
Dix & Eaton’s media relations team created a media outreach plan directed at targeted fashion, retail and real estate reporters and publications attending the National Retail Federation’s 2008 trade show as well as mainstream media in New York City.

Results:
Dix & Eaton arranged meetings with targeted reporters and media outlets including The New York Times, Reuters and Fortune magazine as well as fashion and retail trade publications including Footwear News, Women’s Wear Daily, Chain Store Age and Shopping Centers Today.  The Group is currently discussing feature articles with several of the publications.

In addition to facilitating the media meetings, the Dix & Eaton team also developed messaging, provided a media training refresher and overview of dealing with U.S. media and provided onsite support during the show.