Launching ‘Wild Allies’

Gambit Communications & Virtue

The King Abdulaziz Falconry Festival (KAFF) is Saudi Arabia’s most prestigious falconry show. During its 2020 edition, over 1,000 falconers competed, and Virtue was on ground to film a fascinating documentary for National Geographic Asia titled Wild Allies.

Gambit Communications was appointed to develop an integrated communications campaign to launch the documentary and get as many people as possible to watch it. This was challenging due to a niche topic, political tensions between UAE and KSA, diminishing platforms for entertainment content and a budget just $15,000

By implementing a holistic press campaign focusing on the falconers themselves, an influencer campaign featuring four credible names, and an experiential campaign focused on simultaneous cinema premiers in UAE and KSA, Gambit secured headline stories in national dailies, a feature in Vogue Arabia and report on the Arab world’s most watched breakfast show and drove 63,000 people to watch Wild Allies.