du Tough Mudder

PR Campaign 2017

In 2017, P1C was given the task of managing the PR campaign for du Tough Mudder, the Dubai edition of the global Tough Mudder obstacle challenge phenomenon. The brief was to position the challenge as a ‘must-do’ for those looking to get fit, stay fit or achieve a sense of accomplishment, and ultimately generate sign-ups.



  • Generated more than 209 pieces of coverage across online and print media, with 2.21 million estimated views
  • Online coverage was viewed over 29.5 million times and print coverage reached an audience of almost 2 million
  • Appearance in Gulf News, Al Khaleej, What’s On, Sayidaty, Khaleej Times and Shortlist, as well as 3 feature articles in Men’s Health ME, Time Out and Ahlan
  • Previewed the course to VIP influencers/bloggers, reaching a total audience of more than 51 million regional followers