Skip to content 
Automotive Public Relations
Porsche Centre Abu Dhabi & Al Ain
A 10-day desert experience at the edge of the Empty Quarter, blending Porsche performance with cultural storytelling.
- Total Reach
- 44.7M
- PR Value Achieved
- $8.13M
- Desert Activation
- 10-Day
- Celebrities & Media
- 8+
The Brand
Porsche Centre Abu Dhabi and Al Ain introduced Liwa Nights, a 10-day desert experience from 12–22 December in Liwa, bringing together performance, heritage, exploration and experiential storytelling at the edge of the Empty Quarter. Guests were invited on a curated overnight journey from Abu Dhabi into one of the UAE’s most iconic landscapes, combining convoy driving, desert hospitality and cultural immersion.
Our service
As part of an ongoing retainer, SOAR PR partnered with Porsche Centre Abu Dhabi and Al Ain to support Liwa Nights through strategic guestlist curation, celebrity and influencer management, media engagement and onsite facilitation. The campaign focused on generating high-impact visibility while positioning Liwa Nights as a premium experiential journey that blended Porsche performance with regional lifestyle relevance.
The Challenges
Porsche Centre Abu Dhabi & Al Ain
Experiential Positioning
Positioning Liwa Nights as more than a traditional automotive convoy by creating a culturally immersive, lifestyle-led Porsche experience.
Audience Engagement
Curating the right mix of celebrities, influencers, media and lifestyle personalities to maximise reach and high-quality content.
Premium Brand Alignment
Ensuring every element reflected Porsche’s premium positioning while remaining authentic to the UAE’s culture and desert landscape.
High-Impact Visibility
Driving strong regional awareness and sustained conversation through editorial coverage, social engagement and influencer storytelling.
What we delivered
SOAR PR supported Liwa Nights through a strategic communications and guest engagement campaign designed to maximise visibility, strengthen audience engagement and elevate the overall experience through carefully curated attendance and media integration. The campaign combined celebrity and influencer engagement, media relations, onsite facilitation and experiential storytelling to generate strong editorial traction and social-first content.
Key Deliverables
- Celebrity & Influencer Guestlist Curation
- VIP & Media Relations Management
- Onsite Influencer & Guest Facilitation
- Lifestyle & Automotive Media Engagement
- Experiential Storytelling Support
- Editorial Coverage & Social Amplification
- Brand Visibility & Audience Engagement Strategy
Campaign results
Total audience reach achieved: 44.7M
Total audience reach achieved: 44,708,416.
- Estimated PRvalue achieved
- $8.13M
- Curated desertjourney & convoy
- 10-Day
- Curated celebrities,influencers & media
- 8+