Expand North Star

180M+

Readership reach

49 pieces

Coverage

Global reach

AED 1.69M

Total AVE (in AED)

The Client

Expand North Star is a major global technology and start-up event hosted by Dubai Chamber of Digital Economy. Bringing together founders, investors, technology leaders and innovators from around the world, the event showcases Dubai’s growing position as a global capital of the digital economy and a leading destination for innovation, investment and technology-led entrepreneurship.

The Challenge

Thinking Hat was appointed to increase Expand North Star’s international visibility and secure meaningful earned media coverage across priority markets in Europe, Asia and the Americas.

The challenge was to reach influential technology and business audiences beyond the event’s existing media network, while matching journalists’ editorial interests with the event’s core narratives around AI, fintech and the UAE’s position as a global innovation hub.

The Thinking

Thinking Hat developed and managed an end-to-end international press trip, bringing a carefully selected delegation of 13 senior journalists to the event. We managed media selection, briefing, logistics, on-site support and post-event follow-up, matching journalists’ editorial interests with stories around AI, fintech, entrepreneurship and Dubai’s position as a global innovation hub.

Alongside the press trip, Thinking Hat also researched, wrote, and designed a comprehensive Impact Report marking ten years of Expand North Star, combining economic data, investor outcomes, and strategic vision for the next decade.

The Results

The campaign generated 49 pieces of earned coverage, delivering a combined reach of more than 180 million and an estimated advertising value equivalent of AED 1.69 million. The Impact report served as a media asset, a stakeholder tool, and a lasting record of the event’s significance in the global innovation calendar.