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The Challenge:

Citrix was exhibiting at Gitex 2014, the Middle East’s leading technology exhibition and did not have any announcements to share at an event that needs strong, local news from participating brands to ensure media cut through.

The Idea:

Edelman came up with the idea to execute an industry survey on enterprise mobility trends in the UAE and coordinated this with a third party research firm. The results of the study were then used as the “news hook” to leverage media interest and coverage during the event.

Brand Mind Share| Increased Visibility |Enhance Local Reputation

Industry Survey: Mobility in the UAE



Position the brand as the leading mobility solutions provider for all Middle East businesses and government entities while raising the profile of the local spokesperson.

Leverage Established Platform

Use Gitex participation as a platform to  announce survey results to all media – and ensure news cut-through across broadcast, print and online media outlets.

Raise Awareness

Raise awareness of the state of employee mobility in the UAE and what role Citrix is playing to address the needs of the industry with a focus on product innovation.

Drive Media Coverage

Having solid data on the industry helped drive strong media coverage and elevate the Citrix brand across key tier one media.

The Results


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