Umami's inception in 2016 was driven from our founder's frustration of having no dedicated F&B Comms agencies in Dubai. Since then, Umami has helped tell the story of some of the most important F&B brands in the region.
We have done this using a healthy mix of events and lobbying, while generating a consistent output of lifestyle, consumer, business and trade media coverage for our clients.
STRATEGY
Over a year and a half of collaboration, UMAMI worked closely with Roberto's on their public relations strategy. UMAMI’s primary focus was to elevate the brand image and generate positive media coverage. We supported Roberto's in organizing and hosting several significant events, including the 10-year anniversary celebration, a successful brand collaboration with Acqua di Parma, the launch of Bar Scala, exclusive chef tables, and the relaunches of their brunches. These events were carefully planned and executed to attract key media, influencers, and tastemakers. In total, we successfully organized 14 events and welcomed over 308 guests at Roberto’s.
Overall, our collaboration with Roberto's was marked by successful event management, extensive media coverage, strategic influencer collaborations and hostings. Through our efforts, we effectively re-positioned Roberto's as a leading brand in the industry and created substantial communications around their offerings.
A total of 702 pieces of coverage were secured for Roberto’s with a reach of 2,232,953,301.
POSITIONING
& ACTIVATION
Since 2019, Umami has worked closely with Galaxy Bar, to further establish the bar’s position as a global premier cocktail destination through strategy creation, press office, regional and international media relations, awards lobbying, and reputation management. Additionally, Umami has supported with concept ideation and management for key annual events and selected guest shifts.
Umami played a pivotal role in facilitating the brand partnership between Galaxy Bar and the HOUSE of METAXA, making Galaxy Bar the first cocktail destination created in partnership with the brand globally. Building on this collaboration, the team also brought to life the renowned guest shift program “12 Stars,” which brought world-renowned star bartenders to Dubai, including Vasilis Kyritsis of The Clumsies (World’s 50 Best), Giacomo Giannotti of Paradiso Bar (World’s 50 Best), and many more, giving Galaxy Bar a comprehensive makeover each time to transport the guests to the visiting bar, differentiating it from other guest shifts.
Over the years, Umami has secured extensive coverage for Galaxy Bar in prestigious regional titles such as Condé Nast Traveller, Esquire Middle East and GQ Middle East, as well as secured broadcast coverage in prominent radio stations. Internationally, Umami secured coverage for Galaxy Bar’s recognitions and guest shift programs on 50 Best Stories, The Cocktail Service, Bar Magazine UK, Drink Magazine Asia, and more.
Additionally, to strengthen the bar’s precedence in the industry, Umami has supported the curation for over twelve guest shifts and events, as well as the introduction of the “Supernovas” entertainment series in 2024, contributing to the bar’s growth and establishment as a Dubai legacy destination.
AWARENESS
Since 2018, UMAMI has worked closely with La Petite Maison in Dubai, Abu Dhabi, and, more recently, Doha (since 2023). Building on this successful partnership, UMAMI was entrusted with managing the communications for La Petite Maison Riyadh in the Kingdom of Saudi Arabia, establishing UMAMI as the LPM Middle East agency.
To start the collaboration, throughout the holy month of Ramadan, UMAMI achieved remarkable exposure securing more than 60 pieces of coverage in the Kingdom across a diverse array of esteemed key publications. Noteworthy mentions included Vogue Arabia, Grazia Middle East, Destination KSA, Eye of Riyadh, Time Out Riyadh, Arab News, and numerous others.
This extensive coverage propelled UMAMI's message to a vast audience, with
a combined circulation exceeding an impressive 7,801,980.
UMAMI also curated an exclusive Ramadan preview dinner with top-tier publications in KSA. This activation served as a way for UMAMI to forge connections with editors and influential figures in the region. Through this strategic activation, UMAMI established the groundwork for lasting partnerships within the Kingdom.
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