Description: The Lebanese Republic is located in the Middle East with the Mediterranean Sea to the west. It borders with Syria to the north and northeast and Israel to the south.

Climate: Cool, wet winters and hot, dry summers.  It is a Mediterranean weather with some heavy winter snowfalls in the mountainous areas.

Capital:  Beirut

Population:  3,925,502 (2007 estimate)

Ethnic Diversity: 95% Arab (including Christian Lebanese – Phoenicians) /4% Armenian / 1% Other.

Languages:  Arabic (official) / French / English / Armenian.

Economy: The 1975-90 civil war and more recent 2006 conflict have devastated Lebanon’s formerly flourishing economy. International donors have recently pledged $7.5 billion for development and budget support.  However, political strife continues to undermine the country’s tourist and retail sectors.

In 2006,  innov’events Communications & Public Relations, a Beirut-based company specializing in corporate and cultural events, joined forces and formed a partnership with Action Global Communications and has since become innov’Action.

•  BMW & MINI
•  The European Commission
•  Monte-Carlo Doualiya

PR Campaign for BMW

Objectives:
 
• To create awareness of BMW in the media
• To communicate BMW as a leader on the luxury car market
• To communicate BMW’s high quality standards and innovations

Challenges:

• Media highly absorbed by the political situation
• BMW is not a new business and it is difficult to recapture ‘novelty’.
• The rise of the Euro, and the social and economic instability minimized the media’s interest in luxury products.

Results:

• Through the use of innovative PR activities, (BMW workshop experience for female journalists; design and innovation stories for BMW), the media showed a lot of interest, resulting in a great deal of coverage and a significant increase in sales.

Mohamed Beydoun Street, Aleph Building, NASRA
Beirut - Lebanon
Phone / Fax: +961 1 616176

Rim Kraytem, Country Manager
rim.k@actionprgroup.com

Mobile: +961 3 22 33 36