Abu Dhabi

Marketing and Communications



Our research of the technology innovation ecosystem showed that there has been limited awareness of the programme and its strategic aims. The challenge facing Technology Innovation Pioneers was one of awareness; greater publicity was required to raise awareness of the world-class standards of the summit and its programmes, promote the Technology Innovation Pioneers brand, and engender greater understanding of the important role it plays in driving innovation on a global scale. Additionally, Technology Innovation

Pioneers sought to drive applications from startups and boost engagement in the entrepreneurial community, as well as attract partners from organisations in various sectors.. Another critical goal was to engage target media to attend and support Technology Innovation Pioneer’s functions.



To achieve Technology Innovation Pioneer’s objectives, Acorn Strategy dedicated its resources toward developing a comprehensive understanding of Technology Innovation Pioneer framework



The campaign met Technology Innovation Pioneer’s objectives, achieving the following through traditional media outreach:


Extensive media coverage of the summit’s activities and functions

  • A substantial increase in submissions: over 4,000

  • (a YOY increase of 235%) from 90 countries

  • (a YOY increase of 165%) in the healthcare and environment categories


  • The media coverage and impact were higher than those achieved during past editions of the summit, leveraging the ability to involve ministers and high-profile partners in interviews


  • More than 70 pieces of coverage in tier-one print,  with interest in exclusive interviews with tier-one media agencies, such as Bloomberg, CNBC, Euro News, Sky News Arabia, WAM and major Arabic newspapers, including an interview with HE Sultan bin Saeed al Mansoori, UAE Minister of Economy


  • Technology Innovation Pioneers summit coverage articles have received over 19 million impressions in local, regional and global publications



  • World-class communication strategy


  • Create world-leading campaigns that successfully portray the message of TIP


  • Represent TIP’s mission to increase innovation and technological submissions by innovators from around the world


  • Create the necessary tools and marketing infrastructure to successfully represent Australia


  • Ongoing PR, Media management, digital marketing, social media and marketing execution