A marketing and media campaign to boost the reputation of Saudi Arabian Military Industries (SAMI) and to raise awareness of its achievements was undertaken by Legends PR and Communications company.

Established in 2017, SAMI is dedicated to the development and support of Saudi Arabia’s defence industries, aiming to increase the Kingdom’s military self-sufficiency. A national entity owned by the Public Investment Fund, it plays an important role in localising half of its defence spending, a key target of Saudi Vision 2030, the country’s road map to diversify the economy.

Given SAMI’s successes in scaling up the defence industry sector, it was exposed to a negative media campaign in some newspapers and on social media. Consequently, it approached Legends to plan and execute a marketing strategy to improve its reputation.

Legends developed a campaign to refute the negative content while drawing up a report containing posts and press websites addressing SAMI’s positive news. The PR company also recommended that SAMI increase its media presence in international journals, on TV channels and with social media influencers as well as organising global events and seeking diversified content.

Legends created a 120-second motion graphic video to simplify the concept of military industries and SAMI’s role. It also devised a smart infographic in English, tracking SAMI’s history alongside that of Boeing, one of the world’s largest defence and space contractors. By using its expertise in media and graphic design, Legends was able to turn sophisticated data into attractive graphics so that it could clearly and appealingly deliver its message.

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Legends was created in Riyadh in late 2019. With a global team of experts, the company provides well-crafted PR, communications, and consultancy services. Legends’ versatile skill set, including crisis management and institutional representation, engages audiences through running efficient international campaigns that have a guaranteed far-reaching impact.

For more information, please contact:

Cell: +966503078111

Email: [email protected]

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About Legends PR 

Legends PR, a leading communications company based in Riyadh and founded in 2019 to bridge cultures and amplify voices, has executed over 50 projects to shape perceptions, manage reputation and build soft power, through extending its reach across 90 countries. Legends' solutions include strategic planning and PR consultancy, content creation, media relations, digital campaigns, and thought leadership programmes, while blending local insights with global perspectives.

For Media Inquiries:  

Legends PR  
Email: [email protected]  
Phone: +966-5030-78111  
Website: http://www.Legends.sa