Emirates Gold · Partnership and Gold ATM · PR

2
ANNOUNCEMENTS RUN
AS ONE PROGRAMME
24
KARAT CERTIFIED BARS IN THE JOYALUKKAS COLLECTION
24/7
ACCESS THROUGH THE
PUBLIC GOLD ATM
3
MEDIA TIERS: LOCAL,
FINANCIAL AND TRADE

THEBRIEF

Emirates Gold had two announcements inside the same window: an exclusive collection of certified 24 karat gold bars with Joyalukkas and a fintech-enabled Gold ATM with Public Gold, debuting at Almas Tower. One is a heritage retail partnership. The other is a machine that dispenses bullion at three in the morning. In a regulated, trust-dependent category, the second story can undermine the first the moment it lands as novelty.

OURAPPROACH

Both announcements ran as a single programme with one argument: that Emirates Gold's credibility is what makes the convenience credible. The Joyalukkas story led on certification, craftsmanship and a shared standard between two established names, while the Public Gold ATM was framed on access and security rather than novelty. Placement spanned three tiers, local consumer press for awareness, financial media for the investment pathway, and trade media for industry credibility.

UAE CONSUMERS TRUST THE BRANDS THEY USE AT 87%. THEY TRUST MEDIA AT 72%Edelman UAE Brand Trust, 2025
Event audience

THE IMPACT

3
Two announcements ran as a single programme rather than competing with each other, placed across three distinct tiers of local consumer, financial and trade media.
24
The Joyalukkas collection was reported on its 24 karat certification and the shared standard behind it.
1
The Public Gold ATM was covered on round-the-clock availability at Almas Tower, which is the framing an investor audience responds to rather than a novelty one.

THE MACHINERY IS NEW.BUT THE STANDARDSAREN'T.

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