Case Studies

Case Study: Silverfox and Cycling Around Qatar Partner Up for
Magnificent Coverage of a Sporting Challenge with a Special Cause


Silverfox was chosen by Cycling Around Qatar to provide the media, public relations, and social media services.


The clients, Mr. Pierre Daniel and Mr. lAl Hammadi, sought to embark on an athletic challenge to cycle 500 km around Qatar. This wasn’t just any challenge though, as the duo stopped at schools along the way to raise awareness about road safety and the benefits of healthy Lifestyles.


The aim of hiring Silverfox was to provide the team and its sponsors with media coverage, social media content and to provide editorial support, with the aim of building this into a high-profile event for these athletes and for the community.


The Silverfox team, along with the Cycling Around Qatar team, devised and laid out a communications game plan that ultimately would help make this event shine beyond everyone’s expectations. After establishing social media accounts all under the @CyclingAroundQatar handle on Facebook and Instagram, and @CyclingAroundQA on Twitter, the team went to work. The Silverfox team then coordinated a kick-off press gathering for the start and the finish of the challenge, a series of press releases, and social media activations that led up to the team’s athletic challenge.


During the event, the Silverfox team coordinated with Cycling Around Qatar for an account take-over in which both parties worked tirelessly to keep the public and media updated about their cycling journey and many school visits.


All the while, Silverfox ensured the media had plenty of access to Cycling Around Qatar athletes, coordinating interviews that made their way to many screens and print publishers, so Qatar’s media could celebrate this feel-good story with their audience.


The ultimate target of the Silverfox team was to narrate a story of national pride, determination, and children’s education, as it developed day-by-day and to create anticipation for the final.

Speaking on behalf of Cycling Around Qatar, Mr. Pierre Daniel, said “the coverage our team received was flawless and professional, we were very happy with Silverfox’s ability to deliver. From newspaper placements, to digital, to radio, and tv coverage, they continually worked to communicate not only the Cycling Around Qatar story but also message of inspiration to children about the importance of road safety and healthy lifestyles.’


Mr. Abdulla Al Hammadi, remarked: “we were very pleased with the quality of team coverage that Silverfox was able to provide in the media and on social media. They fluidly completed every task that our team required and demonstrated great flexibility to work under pressure and against tight deadlines. Working with Silverfox was truly a collaborative partnership on the project.


The Results were spectactacular, with a more than 25X Return on Investment (ROI), driven by a large amount of media coverage in English, Arabic, and French. By all measures, Cycling Around Qatar and Silverfox, reached the finish line with great success!


About Silverfox


Silverfox is a Marketing & Communications Consultancy providing a full range of digital and traditional marketing services to companies around the globe. It offers Corporate Training to some of the largest companies in Qatar on many business topics. Silverfox provides consulting services to companies on an array of new media and new technology applications. Some of its clients include: Qatar Post, Q-Auto, Hamad Medical Corporation, Qatar Foundation, Marriott International, ProTV (BeIn Media Group), Doha Triathlon 2019, Gree (Al-Ta’adhod Group), and Qatar Skills Academy. The company can be found online at or on Facebook or Instagram @SilverfoxQatar.

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