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Case Study

Localising a global brand

Aramex is a multinational logistics firm, who are leaders in the Middle East market and headquartered in Dubai. The UK division is a fast-growing, agile division that predominately works within the e-commerce and medical sectors. The UK team came to us with an ambitious target to strengthen their brand awareness in the region and demonstrate thought leadership and specialism in their core markets.

Building a local brand

Previously, Aramex UK had no social media channels of their own or individual content on their website, the content they had was simply part of the global content. The UK team wanted to localise their content and messaging to the UK market, to help it better resonate with their audience. To achieve this a UK website was altered to create pharmaceutical and e-commerce industry pages, and a LinkedIn page was developed, alongside quarterly tactical social media campaigns that are tailored to their key personas.

The content is now developed on events that are specific to the UK and reactive to the stories that are happening in their target markets so that they are now always ahead of the conversation.

Driving topical conversation

To bring their brand identity and expertise to their target markets, we developed an extensive range of editorial content that was placed in leading industry publications. Not only this, we established thought leaders within Aramex to present to these markets, as we needed the thought leadership to come from those working directly in them, not only for an insider perspective but also so that these leaders can utilise the coverage as their own form of collateral.

Reacting to medical matters

One core area of focus was the medical sector, developing insightful and engaging pieces around key topics in the industry. We specifically targeted publications where readership includes key decisions makers in pharmaceutical and medical device firms. We’ve gained coverage across a broad range of magazines, including multiple placements in MedTech News and Pharmafield. Some of the coverage include ‘The Stay at Home Hospital’ or ‘From Porsches to Pacemakers’.


Tactical Paid Media

Aramex boasts some real expertise when it comes to last mile delivery in the Middle East.​

During Ramadan, we were tasked with creating an awareness campaign that gave UK retailers tips and insights on distribution within the Middle East in terms of gifts for Eid. Our multi-platform approach, including social media, paid media and content saw…


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The Outcome

Overall, we have been able to strengthen the Aramex brand within the UK, resulting in substantial coverage in key media and driving more users to the UK division. The leaders within the business have now become knowledgeable commentators within their fields of expertise and continue to be at the forefront of topical conversation.


“We have worked with Halston Marketing for two years now and over that time we have been consistently impressed with the work they produce across content, social and PR. They have been able to grasp our technical services and are truly passionate about the industries we serve. Prior to Halston Marketing, the UK division of Aramex had no independent marketing from the global brand, now we can create tailored campaigns that are targeted to our core market and speaks more relevantly to our audience.” – Dave Taylor, UK Country Manager, Aramex

Dave Taylor, UK Country Manager, Aramex