Blazing a trail with Reema Juffali
In 2019, Jaguar Racing invited Reema Juffali to make history by becoming the first Saudi Arabian female to race in a competitive, international race series in the Kingdom – just 12 months on from the country lifting its ban on female drivers.
We were briefed to help Jaguar Racing manage media relations around Reema’s debut in the Jaguar I-PACE eTROPHY series, with the aim of generating publicity for not only her achievements, but also the race series.
What we did
Working as the series’ communications team, we helped tell Reema’s unique story to our global network of media relations.
Through tactical interviews and providing media with appropriate toolkits and assets, we were able to generate unprecedented international coverage, both within motorsport and outside.
The introduction of Reema to the world stage in motorsport not only garnered terrific publicity for a race series that was just starting its second season but has positioned her as an inspiration role model.
Prince Abdulazizbin TurkiAl-Faisal, Chairman of Saudi Arabia’s General Sports Authority, touted it as a “watershed” moment for the Kingdom. Inspired by Reema Juffali, Saudi Arabia have since opened a female only driving school.
Pieces of coverage internationally