Founded in 2017, UK-based INEOS Automotive Limited blends British ruggedness with German engineering to deliver 4×4 vehicles that offer unmatched off-road capability, durability and reliability worldwide.

We work closely with INEOS Automotive to promote the brand across key MENA markets.

It has been an important and visible player in the dailies, trade and luxury media since 2003. RoyalJet intends to recalibrate its brand offering and services and expand on its target audience, as well as focus on inbound traffic targeting travellers outside the UAE. Thus, Aurora The Agency was appointed to look after the communication approach, ongoing PR activities, content development, media and influencer outreach, partnerships, speaking opportunities and building the brand’s story around the offering and services.

Overview of Activities Undertaken

• Ongoing PR support to promote INEOS Automotive across the MENA region
• Building and nurturing brand awareness for the INEOS Grenadier, the INEOS  Quartermaster and the INEOS Fusilier
• Media outreach: media mapping across various top-tier media in the region in both English and Arabic, covering automotive, luxury lifestyle, business and general news titles.
• PR planning and execution with INEOS Automotive’s global PR team
• Press release distribution and coverage monitoring
• PR event management

Successes

Media launch event:

• Conceptualised, planned, organised, managed and executed event
• Two rotations of media launch drives through varied UAE terrain
• Involved 20 journalists from 20 different media titles across the GCC
• Resulted in extensive and positive media coverage in both English and Arabic