How Eight PR Helped Elm Secure 204 Media Clippings at LEAP East Hong Kong
“Please arrange a Teams call for 7pm this Sunday and have your Arabic team member on the call.”
The Challenge: Building visibility across markets
Elm, Saudi Arabia’s leading digital solutions provider, appointed Eight PR to support its role as Business Solutions Partner at the inaugural LEAP East Hong Kong. Held at the Hong Kong Convention and Exhibition Centre (HKCEC) from 8 to 10 July 2026, the event attracted more than 25,000 attendees and several hundred exhibitors, startups, investors, and speakers.
The communications challenge was to present Elm’s experience in large-scale digital transformation that was relevant to audiences across Hong Kong, Greater China, the wider APAC region, and the Middle East.
Turning a language challenge into an advantage
The project required more than conventional interpretation. Elm needed Arabic-language support from someone who also understood corporate communications, commercial context, stakeholder sensitivities, and the business objectives behind each conversation.
Eight PR responded quickly by drawing on its trusted network to identify a Hong Kong-based professional with the required native language capability, communications expertise, and business understanding.
This allowed Eight PR to support Elm’s senior stakeholders more effectively during media and business engagements. Rather than treating the Arabic-language requirement as a logistical issue, this was turned into a strategic advantage.
The result was a more seamless experience for Elm’s delegation and stronger alignment between the company’s Saudi headquarters, its Hong Kong activities and its APAC objectives.
The Strategy: A multilingual media programme
Eight PR developed a media strategy in Arabic, Cantonese, Mandarin, and English which focused on two key opportunities:
- A pre-event announcement to build awareness ahead of LEAP East.
- On-site media activity focused on Elm’s leadership, business solutions, and presence at the exhibition.
The central narrative positioned Elm as:
- A digital infrastructure provider supporting national-scale government platforms in Saudi Arabia.
- A strategic investor in emerging technologies.
- A potential partner for governments, enterprises, and investors across APAC.
- A business capable of bringing a mature digital transformation model to new markets.
To reach priority audiences, Eight PR produced press releases in English and translated into Traditional Chinese, and Arabic. The English and Chinese versions were tailored for regional business, technology, and finance media, while the Arabic version supported communication with Middle Eastern stakeholders and Elm’s headquarters.
Media targeting included Tier 1 publications, journalists attending LEAP East, cross-border business and technology titles, and outlets that could reach potential partners, investors, and procurement decision-makers.
Although Tier 1 media were a central priority, the campaign also targeted other publications across multiple tiers. This helped establish a broader visibility base for a company that was well known in its home market but less familiar to audiences in Hong Kong and other APAC markets.
On-site media relations at HKCEC
During the three-day event, Eight PR operated as Elm’s on-the-ground press office at the company’s exhibition stand.
The multilingual team included Arabic-, Chinese- and English-speaking professionals who managed:
- Media outreach.
- Journalist invitations.
- Stand visits.
- Interview scheduling.
- Executive interview preparation.
- Media liaison and follow-up.
- Cultural and linguistic support for the Elm delegation.
Eight PR invited journalists to the stand and coordinated interviews across print, online, television and radio. The activity was built around Elm executives and the company’s role at LEAP East.
This hands-on approach allowed the team to respond quickly to media opportunities while ensuring that every interaction reflected Elm’s wider communications objectives.
Eight PR’s unique approach
The campaign showed the value of Eight PR’s unique integrated team model, with translation, media outreach, invitation drafting, press release development, and content coordination managed collaboratively.
This approach kept the team close to Elm’s business, structure, and objectives throughout the campaign. It also helped ensure:
- Consistent messaging across four languages.
- Stronger story development.
- Faster responses to client and media requirements.
- Greater flexibility during a live international event.
- Better alignment between local activities and global business goals.
For companies entering new markets, effective communication requires more than translating existing messages. The story must also be adapted to the expectations, interests, and information needs of each audience.
Results and impact
The campaign generated 204 media clippings across local, regional, and international media in English, Cantonese, and Mandarin.
The campaign helped position Elm as one of the most visible Saudi organisations at LEAP East’s Hong Kong debut. For APAC audiences, the messaging reinforced Elm’s role in operating national-scale digital platforms in Saudi Arabia and highlighted its readiness to collaborate with governments, enterprises, and investors across the region.
The combination of Arabic client support with English and Chinese media handling helped reduce cultural and linguistic friction throughout the campaign.
For Eight PR, the engagement demonstrated how a Hong Kong-based PR agency can support cross-border technology communications, international delegations, and market-entry activities across Asia.
What this means for future campaigns
The campaign created a practical model for future Saudi–Hong Kong and APAC delegations seeking local relevance and international media impact by:
- Building the communication narrative before the event begins.
- Combining global positioning with market-specific messaging.
- Treating language capability as part of strategic communications, not simply translation.
- Preparing for media engagement across multiple platforms and publication tiers.
- Maintaining visibility after the event through structured follow-up.
- Using an integrated team of senior executives so that the client, media, and cultural requirements are managed together.
Work with Eight PR
Planning an international event, delegation, or market-entry campaign? Eight PR helps technology, law firms, logistics, and emerging-sector companies build visibility through senior executive-led strategic media relations, thought leadership, and multilingual communications.
Start a conversation with Eight PR to discuss your next communications campaign.
About Eight PR
Elevate Your Brand with Empathy, Creativity, and Connections. At Eight Public Relations, we turn ideas into headlines by delivering transparent, bilingual, and strategic PR services that help B2B tech (including cybersecurity, information technology & communications), B2C tech, logistics, legal, and financial & professional services brands communicate with clarity, authority, and impact. Our empathy-driven approach, combined with innovative strategies, ensures your message resonates with the right audiences in Hong Kong, China, and across the Asia Pacific region.
As the Hong Kong and China partner of Enterie, a global network of independent PR agencies, we provide our clients with seamless communication strategies across 80+ markets worldwide.
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