Building a Sustainable Lifestyle

Gambit Communications and Sharjah Sustainable City

Sharjah Sustainable City tasked Gambit Communications with promoting the project in a post-launch, limbo phase for press coverage, with no obvious news angle, no new phases to announce, and no people living on the premises yet to generate community stories from.

The property sector is known for its ‘press release factory’ style of PR. We turned this strategy on its head and focused on truly educating the press and readers about how a sustainable lifestyle can be achieved.

Over a 6-month whirlwind execution phase, we created factsheets of interesting sustainable info, drafted op-eds and hosted site visits to generate 143 press stories with a reach of 54 million people, positioning the CEO as thought leader in sustainable development, engaging with Sharjah-based media and reach out to youth. SSC fully sold out the first two clusters of Phase II, overachieving its sales targets by 20% four consecutive months.