The Challenge

House of Comms was the retained communications agency for Dubai Tourism for 4 continuous years, providing all UAE PR support for Dubai Festivals and Retail Establishment (DFRE), including all of the city’s shopping festivals and the always-on retail pillar, since 2017.

We constantly came up with creative PR stunts, content ideas, media events, topical news, interview opportunities and exclusive media opportunities all in the name of generating best in class coverage.

In addition to creating huge buzz and driving media headlines and footfall for every shopping festival in the retail calendar – and that’s almost 25 festivals in the year – we also carefully placed interviews, by-lines and features to position DFRE spokespeople as thought leaders in the industry and ensure Dubai was at the top of its game rivalling major shopping hubs around the world.


We exceeded every festival KPI and delivered one of the biggest ever editions of Dubai Shopping Festival (DSF) for its 25th anniversary, garnering over 4,000 pieces of coverage. Behind all the numbers, we were also a true extension of the DFRE team and became key members of the overall festival marketing machine.