A highly successful retail investor marketing campaign led to a record-breaking DFM debut. Parkin increased the size of the retail tranche due to extremely high demand for shares and achieved the highest ever oversubscription level achieved on the DFM — testament to the clear confidence of the investor community in Parkin’s attractive equity story and growth potential.
Effective brand awareness drove a record-breaking demand of $71 billion (AED 259 billion) for Parkin shares from local, regional and international investors.
Parkin’s IPO was oversubscribed approximately 165 times in aggregate.
Shares in Parkin jumped more than 30% in its DFM debut.
FTI Consulting facilitated widespread supportive media coverage for the company and listing in English and Arabic titles. C-suite interviews with CNBC International, Bloomberg, Reuters, Dubai TV, CNBC Arabia and Dubai Eye, among others, established a network of tier-one relationships, increasing the corporate brand and management team’s profile.
FTI Consulting’s experience in shaping the communications plans and strategies on the region’s largest IPOs was a key factor in the firm’s appointment. Parkin’s working relationship with the RTA under the concession agreement — and how the terms compared to other RTA IPOs — was set to be a key area of focus for all stakeholders, including sell-side analysts. Moreover, its positioning and growth prospects in comparison to transport alternatives, such as the Dubai Metro, Dubai Taxi, bus services and others would be scrutinized.
FTI Consulting experts collaborated with the RTA marketing team to ensure alignment on strategy and messaging.
Our team articulated an attractive equity story and prepared Parkin’s management team for engagements with the media, investors and analysts.
Our team activated digital channels, including developing the IPO and IR website content and leadership profiles.
FTI Consulting led an effective retail marketing campaign, including developing messaging, creating a corporate video and producing physical assets to drive greater awareness of the brand and investment opportunity.
Strategic communications experts provided comprehensive risk mitigation, end-to-end issues mapping and a proactive leak strategy.
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