Motivate announces new luxury marketing strategy
Motivate, the publisher behind Campaign Middle East, has announced a line-up of new launches for 2018, including the 360-degree brand expansion of its proprietary brands Emirates Woman and Gulf Business.
The region’s most established publisher, with a portfolio of more than 20 brands, more than 200 books, and a digital audience of 1 million unique users across its wholly-owned sites whatson. ae, emirateswoman. com and gulfbusiness.com, has announced plans to launch Arabic language sites for Gulf Business and Emirates Woman this year.
The Arabic luxury lifestyle site for emirateswoman.com will launch in April, with a Gulf Business Arabic site being planned for later this year.
Under the content pillars of style, substance and contemporary luxury, Emirates Woman plans to build on its 37-year heritage with a yearround presence of live activations including the amplification of its flagship Emirates Woman, Woman of the Year Awards.
Activations will include panel sessions, curated print and digital content and the launch of the Emirates Woman, Woman of the Year Awards Alumni initiative – a digital platform designed to support and engage this elite community.
Emirates Woman will also present a new podcast platform, entering one of the fastest growing mediums and providing a new vertical to engage with a highly influential audience.
In the men’s sector, from March, Gulf Business will offer unique luxury content across its print and digital channels, creating a new audience category within this lucrative and influential business environment.
Seamlessly positioned alongside business news and analysis, the additional luxury content will enhance Gulf Business’ respected content by building on the 200,000+ monthly unique users of the site, creating a powerful communication channel to its high net worth audience.
The newly fortified edition of Gulf Business will have more pages and daily digital content covering high end watches, luxury cars, fashion, accessories and luxury industry interviews and news.
In another innovative move, the March issue of Emirates Woman features 69-year-old Patricia Millns, one of the founding patrons of the arts movement in Dubai, during the month of Art Dubai. The decision to depict an older cover star is a first for fashion titles in the region.