Glittering triumphs for Jeddah-based Saudi public relations company

Press release
Published May 29th, 2011 - 12:52 GMT
The SABRE Awards ceremony
The SABRE Awards ceremony

Adalid Public Relations has scooped the European, Middle East and Africa (EMEA) Platinum award for the best Public Relations campaign in 2011, beating more than 2,000 entries! The Jeddah based company, less than three years old, also took the Gold SABRE award for Turkey & The Middle East, Geographic Categories EMEA for the campaign that profiled women’s breast cancer in the Kingdom “A Woman’s Stand”.

The SABRE Awards is the world's largest awards competition for the public relations industry, it celebrates PR campaigns that demonstrate the highest levels of creativity, integrity and effectiveness.

The world's largest awards competition for the public relations industry, the SABRE Awards celebrate PR campaigns that demonstrate the highest levels of creativity, integrity and effectiveness.A significant part of their campaign was to set a new Guinness World Record for the largest ever “Pink Ribbon” made up of thousands of volunteers who gathered in a football stadium in Jeddah last year in the record attempt.

“A Woman’s Stand”, conducted by Adalid Public Relations on behalf of HRH Princess Reema Bint Bandar Bin Sultan Al Saud was the unanimous first choice of the SABRE judges. It was placed ahead of fellow finalists from Airbus and the UK’s Good Relations; German children’s charity Initiative Vermisste Kinder with fischerAppelt; the Confederation of Swedish Industry with JKL/MSL Sweden; and Unilever with Apex Porter Novelli of Kenya amongst others.

The award ceremony, held at Prague Castle on May 18 in the Czech Republic’s capital, saw Adalid beat off some 2,000 contenders for the title. Commenting on the award the Saudi Ambassador to the Czech Republic HE Abdullah Al-Alsheikh said that it was a signal achievement as it demonstrated the talent that was available in the Kingdom.

“This outstanding double win is proof positive of the fact that young Saudis are capable and completely in tune with 21st century global industry,” he said. “It shows what can be achieved with hard work, determination and a focus on producing excellent results and will doubtless provide inspiration to a new generation of young Saudi entrepreneurs.”

Princess Reema Bint Bandar Al Saud, campaign owner of “A Woman's Stand!” and member of the Zahra Breast Cancer Association observed that the winning campaign had brought the challenge of female breast cancer to the forefront of public awareness.

Princess Reema thanked the women of Saudi Arabia for taking the vital concern of breast cancer a step further into public consciousness. “It would not have been possible without the generous and unwavering support of The Prince Sultan Bin Abdulaziz Foundation, Prince Faisal Bin Abdullah Minister of Education and HRH Prince Khalid Al Faisal Governor of Makkah Region for approving the record breaking ribbon attempt in Jeddah.”

“Adalid have done a magnificent job in an inspired and perfectly professional manner. I thank Yahya Hamidaddin and the team at Adalid Public Relations both for their achievement and for the honour the awards bring to Saudi Arabia,” Princess Reema added.

Adalid Public Relations’ managing director, Yahya Hamidaddin thanked Princess Reema for the opportunity to be part of such a socially significant and valuable campaign.

“While this was a professional campaign, it is also one where the benefits reflect directly on my mother, sisters and every single woman, not only Saudi Arabia but across the world,” he said. “Now the Kingdom has demonstrated that there is enough concern to establish a world record and been recognised for its efforts to bring concern over breast cancer out into the open, I am sure we can move forward in the battle to overcome this deeply distressing affliction.”

In a moment of chivalry, he continued: “I also dedicate the EMEA's Best PR's Campaign in 2011 to the Custodian of The Two Holy Mosques King Abdullah Bin Abdulaziz, His Crown Prince Sultan Bin Abdulaziz Al Saud, and His Second Deputy Prime Minister Prince Naif Bin Abdulaziz, for without their support, we simply could not have succeeded."

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