Priority Pass Private in the Middle East Launch

Overview

We partnered with Collinson International to bring Priority Pass Private to the Middle East. An invite-only airport experience built for travellers who don’t queue, don’t wait, and don’t settle for lounges.

The brief was simple. Make it matter in a region that already knows luxury.

What we did

Full PR launch across the UAE and wider region.
Event. Media. Messaging. Broadcast. The lot.

The approach

We kept the story tight. No fluff.
This wasn’t about access to a lounge. It was about removing the airport from the journey altogether.

We built a narrative around discretion, control, and time back in your day. Then we made sure the right people heard it.

An invite-only launch event in Dubai put media and stakeholders in the room with the brand. No overproduction. Just the product, explained properly.

We pushed a sharp announcement across business and lifestyle media, adapted for Arabic to land properly across the region.

Then we got the voices out. Interviews on Business Breakfast and Dubai One TV put Collinson front and centre with the audiences that actually travel like this.

Coverage landed where it counts. Forbes, Arabian Business, Gulf Business, Gulf News, Travel + Leisure.

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.

The outcome

Priority Pass Private didn’t arrive quietly.
It landed exactly where it should. In front of people who expect more from travel and have the means to get it.

Clear story. Proper reach.

And a new line drawn for what pre-flight can look like in this region.

The Results

47+ pieces of coverage

AED 27,443,682 PR value

354,070,881 total reach