As Dubai Autodrome’s retained PR partner, we delivered a focused communications programme around two of the region’s most high-profile endurance race weekends: the Michelin 24H Dubai and Asian Le Mans Series.

The objective was to strengthen Dubai Autodrome’s positioning as a leading motorsport and entertainment destination in the UAE, while driving strong media turnout, quality editorial coverage, and social-first storytelling around both events. Despite tight timelines between race weekends, the campaign maintained consistent visibility across automotive, mainstream and lifestyle media.

Driving high-impact motorsport visibility

Our approach focused on targeted media and influencer engagement supported by curated invitations, organised on-ground access, and experience-led storytelling opportunities.

Communications focused on race significance, endurance motorsport excitement, and the broader destination appeal of Dubai Autodrome. Rather than standard event attendance, we prioritised trackside exposure and behind-the-scenes moments that translated into credible editorial features and high-engagement social content.

Press and influencers were carefully selected to ensure a strong mix of automotive, mainstream media, and lifestyle.

On-ground media & influencer engagement

To amplify visibility and encourage footfall, we coordinated media and influencer attendance across all festival locations. This included managing invitations, on-site visits, briefings and walk-throughs, interviews and content opportunities, ensuring consistent and authentic coverage that reflected the scale, diversity and family-friendly nature of the festival.

In total, over 58 media and influencers were hosted across Abu Dhabi, Al Ain and Al Dhafra, generating wide-ranging coverage across leading platforms such as Al Ittihad Newspaper, Al Khaleej, WAM, Time Out Abu Dhabi, Lovin Abu Dhabi, Abu Dhabi TV, Emarat TV and more. Content ranged from news coverage and event listings to social-first storytelling and live festival highlights.

On-ground media & influencer experiences

Across both race weekends, we hosted more than 45 media and influencer attendees, including leading automotive and media titles. Many experienced endurance racing from trackside for the first time, resulting in authentic reactions, deeper storytelling, and strong organic buzz.

To further elevate coverage, we partnered with GulfBuzz on an exclusive Safety Car parade lap experience during the Michelin 24H Dubai, enabling distinctive behind-the-scenes access and differentiated content angles across digital channels.

Coverage spanned news reports, race features, digital articles and social content across automotive and mainstream outlets.

The Results

45+ Tier A media and influencers hosted

80+ pieces of coverage across two months

AED 260K+ in AVE

17.5M+ total reach