EDGE commissioned INK Communications to craft a thorough communication strategy aimed at enhancing awareness and altering perceptions regarding EDGE’s responsibilities and services. This encompassed various facets such as advanced technology, defense solutions, and global technology exports. The challenge was to position EDGE as a leading advanced technology group in defense, consolidating over 25 entities, including Emirates Defence Industries Company and Tawazun Holding, and establishing EDGE as the UAE’s primary player in advanced technology and defense.
Embedded Team: An INK Communications team was embedded at EDGE HQ to lead internal, external, crisis, and digital communications.
Press Office and Media Relations: Established a strong press office to manage media relations, securing extensive coverage and positioning EDGE prominently in the defense sector.
Internal Communications: Managed communication outreach for over 13,000 employees across 25+ entities and five core clusters, ensuring cohesive and consistent messaging.
Event Participation: Coordinated EDGE’s participation in high-profile events such as the Dubai Airshow, highlighting UAE-made product development and technological advancements.
Crisis Communications: Developed and implemented crisis communication plans to safeguard EDGE’s reputation and ensure quick, effective responses to any potential issues.
Successfully positioned EDGE as a top player in the tech and defense sectors, increasing brand recognition and credibility.
Secured over 1,000 media hits across various platforms, including international publications, significantly boosting EDGE’s visibility.
Improved internal communications led to higher engagement levels among the 13,000+ employees, fostering a unified organizational culture.
EDGE’s participation in the Dubai Airshow and other high-profile events garnered widespread attention, showcasing the company’s agility and innovation in UAE-made product development.
Strengthened EDGE’s position as a global technology exporter, with an increase of 50% in international inquiries and partnerships.
INK Communications’ comprehensive strategy successfully enhanced awareness and transformed perceptions of EDGE’s advanced technology and defense solutions. By effectively communicating EDGE’s consolidated expertise and cutting-edge innovations, INK solidified EDGE’s status as a key player in the global technology and defense industries. This strategic effort not only positioned EDGE as the UAE’s primary advanced technology and defense group but also reinforced its reputation as a leader on the international stage.