Sole DXB

PR Campaign 2015-17

Over the past three years, P1C has implemented the PR campaign for the region’s no.1 street culture festival. During this time, media interest has grown substantially, with the event attracting a variety of consumer, lifestyle and specialist media from across the region.

Ahead of the events, we were tasked with generating ample coverage in order to increase the footfall to Sole DXB at d3.



With the clock ticking as we picked up the 2015 campaign, we had to move quickly, setting up numerous interviews, exclusives and features with local media. For our 2016 campaign, we built on the successful strategies employed during 2015, using our larger timeframe to develop an even bigger, more effective campaign. Our 2017 campaign was the biggest and best yet, collaborating with numerous brands such as Dior and Puma.



  • Generated more than 360 pieces of coverage in 2017 – an increase of 100% on 2016 coverage
  • Online coverage was viewed over 29.5 million times and print coverage reached an audience of almost 2 million
  • Appearance in Gulf News, The National, What’s On, KhaleejTimes, Grazia, Shortlist, Time Out, Edgar, Xpress and more
  • Visitor figures up against previous years