AED 946K PR value. 13 tier-one features. 101+ Afternoon Tea sets sold. Highly Commended, F&B Marketing Campaign, Hotel & Catering Awards.
The St. Regis Saadiyat Island wanted a partnership that would register culturally, not just commercially. KAYALI — the Mona Kattan fragrance house — had become one of the GCC's most authoritative lifestyle brands. Bringing them together had obvious appeal. Making it register with the right audience, and doing so in a way that industry peers would recognise, required more than a product placement.
Build the partnership as a sensory collaboration, not a co-branded product drop.
The Afternoon Tea menu and the service design reflected KAYALI's fragrance philosophy in pairing, presentation and ritual. The launch event was designed to bring the KAYALI creative team together with Abu Dhabi luxury media and influencers in person. Crucially, we extended the partnership arc beyond launch — scheduling influencer moments during the two-month collaboration period, not just at the opening. Media strategy prioritised BBC Good Food Middle East, Yalla Abu Dhabi, FACT and Al Madina for coverage density.
13 features across tier-one publications. AED 946,418 in PR value. 4.8M+ impressions.
10 influencers and 1 media representative hosted, generating 95 stories, 6 posts and 6 reels on Instagram with a combined potential audience of 13.4 million followers.
101+ Afternoon Tea sets sold during the partnership period.
The collaboration was recognised as the Highly Commended F&B Marketing Campaign at the Hotel & Catering Awards — industry validation beyond the campaign metrics.