Eliane Jkayem – Journalist, Translator, Copywriter News Monitor, Public Relations Expert

Content Strategist, Bilingual Copywriter, PR Specialist – Crafting Words That Drive Results Across Digital,Print, and Live Platforms

Hi, I’m Eliane, your content architect with a global reach - whether you’re in Qatar, Saudi Arabia, or anywhere else in the world. That’s the power of the digital age: no borders, just limitless possibilities!

I launched my career in 2006 as a journalist, spending a decade at Qatar News Agency, where I mastered the art of transforming complex topics - ranging from politics to business - into engaging stories.

That passion for storytelling evolved into a love for content creation that delivers impact across all platforms.

Over the years, I’ve had the privilege of working with some of Qatar’s biggest players, like Qatar Development Bank, Qatar Gas, and high-profile events such as the FIFA World Cup 2022 and Expo 2023 Doha. And that’s just a few of the many renowned names I’ve collaborated with.

From corporate strategies and speeches to campaign materials, website content, and social media, I turn challenging briefs into narratives that resonate, in both Arabic and English languages.

With over 16 years of experience across Lebanon, Qatar, KSA, and beyond, I’m here to ensure your brand’s voice is powerful, clear, and unforgettable.

Ready to turn words into your brand’s superpower? Let’s make it happen!

Experience

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Brand Strategy Sample

Security Trends are moving from mere protectionsn to new levels of intelligence

OUR PURPOSE

Peek Events is here to develop out-of-the-box events and entertainment ideas that Doha residents have been thirsty for. We intend to spread happiness and positivity and link the Qatari audience to their interests and desires.

Moreover, we take care of the ticketing of our own and other entities’ events, as well as supporting, partnering, and delivering branded events, Online Streaming Events, providing MCs and ushers, guided tours, and educational events.

OUR VISION

Peek Events aims to be the go-to app that people turn to when planning an enjoyment of their free time. It also sees Qatar’s tourism and international events hosting a big future; hence we will be working tirelessly towards being worthy of partnering up with ministries and governmental entities towards taking part in it all.

OUR VALUES

Curiosity: Constant quest for testing ideas onto the Qatari society. What works, what doesn’t. No assumptions.
Credibility: ‘Peek’ in the new synonym for ‘Trust’. When Peek signs it, you know good times are ahead.
Influence: Our events will influence the definition of entertainment in our society. New generations will give board games a try because we will make them cool and trendy.
Knowledge: A deep understanding of our field, constantly striving to learn more, with an eye on international best practices.
Organization: It’s everything in the events’ world. Punctuality, details, user experience every step of the way. We’ve got them all covered.
Consistency: A standard of delivery quality that never fluctuates.

OUR TARGET AUDIENCE

Qatari nationals and expatriates in their early 20’s with a lot of free time on their hands and no responsibilities, looking for new entertainment categories and activities to enjoy their time, meet new people, and create happy memories.

DIFFERENTIATION FROM COMPETITORS

Our key differentiators are what make us stand out:

· A Diversity of Experiences
· A Rewarding System
· Adopting Customer-Centric policies and strategies
· Consistency in events all year long
· Social/Community Events

Peek is proudly biased towards its clientele. We will stop at nothing to constantly introduce new experiences, with a reward system for those willing to sail on adventures with us throughout the seasons. All types of events are included, in every budget.

AWARENESS GOALS

E-gift cards
Referral Programs
SMS
SMM
SEO
Promotion Item
Online Videos
Online Ads
Event Sponsorship
Influencer Marketing

NEXT

Blog
Landing Page (Sales Funnel)
Email Marketing
Press-release

Brand Persona

OUR PERSONALITY

Archetypal Mix: 60% Everyman 40% Jester

Peek portrays a family culture, welcoming and inviting. Our products and services have mass appeal and apply to a broad audience, and meet basic needs, nothing fancy or extravagant.

The marketing of an Everyman brand often speaks in a conversational voice and uses wholesome imagery. There are no outlandish claims, nothing designed to get shock value. Money-back guarantees and other trust-building elements are standard.

Social media is an excellent outlet for us, and we will use it to become even more relatable, transparent, and helpful to our customers.

Our Jester Brand Archetype’s side wants to connect to our community by entertaining.

FEARS TO BE ADDED

TONE OF VOICE

Enthusiastic; Casual; Funny and Respectful.

These words encapsulate our ethos and encompass our brand goals: providing reliable, stress-free, and organized events to the Qatari community.

CORE

Our tone of voice is primarily Enthusiastic and Casual.

SUPPORTIVE

Our secondary tone of voice is Funny and Respectful.

OUR TAGLINE

Below are a series of taglines and value statements that support our brand vision and purpose. These statements reflect our overall ethos and operating principles.

OPTIONS:

Your window to fun times.
Glance to entertainment
Entertainment redefined
Wondering “What to do”? Peek!
Bored? Come Peek!

Website Content Writing

Brochures & Corporate Profile Samples

Article Samples

An Overview of Traditional Korean Medicine

Caption:
The world is facing an increase in chronic diseases due to an aging population. As a result, the medical community is shifting from treatment to prevention, which is the core of Traditional Korean Medicine. Elegancia Healthcare, under Estithmar Holding, brings the Korean Medical Center, a medical gem in Qatar, to the region. Keep an eye out for its near launch.

An Overview of Traditional Korean Medicine

Korean traditional medicine has been developed over many centuries and has allowed the discovery of many technologies and drugs for human health support and treatment of disease. Pharmacopuncture, or herbal acupuncture, is a new therapy derived from combining two traditional therapeutic methods: herbal medicine and acupuncture therapy. In general, pharmacopuncture treatment is performed by injecting small amounts of extracted medicinal materials at acupuncture points or in affected areas to obtain combined acupuncture and drug efficacies.

Although the first primitive trials with bee venom or herbal extractions were recorded in old medical books from the Han Dynasty of China, acupuncture with injection started in the early 1950s in China and was referred to as aqua-puncture. Recently, pharmacopuncture therapies in Korea have developed into quite a unique and systematic framework for diagnosing and treating various diseases.

Pharmacopuncture is mainly categorized depending on the restorative materials used. There are four main categories: meridian-field pharmacopuncture, eight-principle pharmacopuncture, bee-venom pharmacopuncture, and single-compound pharmacopuncture. In short, the first full-scale study on meridian-field pharmacopuncture was introduced to the Society of Korean Oriental Medical Doctors by Nam in the 1960s. Eight-principle pharmacopuncture was also developed in the 1980s with a new extraction method for restorative materials and with diagnostic principles developed by Kim. Bee-venom pharmacopuncture has been popularized following basic animal experiments and clinical studies on its effectiveness in treating pain and arthritis. More systematic studies by many traditional Korean medical doctors and related researchers have been taking place since the establishment of the Korean Pharmacopuncture Institute in 1990.

Recently, various types of research on the treatment for specific diseases have been reported. For example, the efficacy of bee-venom pharmacopuncture for the treatment of arthritis was evaluated based on a literature search, and a clinical case report showed bee venom therapy as a potential treatment modality for post-herpetic neuralgia. Acupuncture plus point-injection for obstinate urticaria showed that the therapeutic effect in the treatment group was better than that in the control group. Pharmacopuncture has also been a useful tool in veterinary practice. In large animals, it reduces undesirable drug side effects, residues in animal consumption products, and treatment costs. However, most researchers have focused on specific types of pharmacopuncture for treating particular diseases. Few studies have approached pharmacopuncture as a therapeutic modality systematically to allow for a much broader view of this treatment. As a first step toward producing a more systematic study of pharmacopuncture, this study selected and categorized articles published in the Journal of the Korean Pharmacopuncture Institute by adopting a descriptive statistical approach. These results may serve as a basis for more systematic analyses, such as a data-mining approach for a specific disease with a therapeutic method. The specifications of the selected articles were categorical, nominal variables for the type of pharmacopuncture, the disease, and the acupuncture points and meridians. Analyses of the correlation and contingency tables among the three nominal variables were conducted using the Chi-squared method, and the frequency distribution of acupuncture points and meridians are presented.

Korean Medicine, a branch of East Asian medicine, originates from the Korean Peninsula and Liadong China, suggesting that it has been passed down and developed in the two areas previously inhabited by the Korean people of today.

The contents and medicinal properties have been steadily developed through exchanges with countries of Chinese origin—the father of East Asian medicine—and further east, contributing to medical development in Japan.

The long development of natural treatment techniques has also affected the food and life culture, evolving to meet both nutritional and health needs using medicinal foods. One of the important principles of Korean Medicine is to find a healthy lifestyle. This paradigm has led to a centralized culture on efficient use of life energy, thereby contributing to the realization of the value of medicine in food, daily activities, and culture.

The most significant characteristic of Korean Medicine is that it focuses more on the basic nature of the human body that causes diseases rather than the disease itself. It particularly focuses on the specific pathophysiology of each individual, which also became the background of Lee Je-Ma creating the Sasang Constitutional Medicine at the end of the eighteenth century. Sasang Constitutional Medicine classifies humans into four categories and deals with the related pathophysiology of disease as well as its treatment. It is still one of the major pillars of Korean Medicine today.

The world is facing an increase in chronic diseases due to an aging population. As a result, the medical community is shifting from treatment to prevention, and the demand for traditional preventative medicine is also rising. Korean Medicine boasts centuries of history as a remedy for diseases and holistic care. However, there are not many specialists of traditional medicine overseas that are aware of Korean Medicine. On that account, Elegancia Healthcare, under Estithmar Holding, soon brings the Korean Medical Center, a medical gem in Qatar, to the region.

Endless opportunities within Qatar’s ever growing economy

Caption:
With a forecast that oil price will touch $140 per barrel over the next few months, and the positive effects on Qatar’s economy, which is expected to be the fastest-growing in the GCC in 2023 and 2024 as per the latest report of the World Bank, Estithmar Holding sees endless opportunities to be an active partner in the nation’s economic diversification in line with the 2030 National Vision.

Endless opportunities within Qatar’s ever-growing economy
Crude oil prices continue to rise. Goldman Sachs has now predicted that oil price will touch $140 per barrel over the next few months. Crude oil price increase has been exacerbated by the Ukraine-Russia war. In addition, the European Union has imposed sanctions on Russian oil imports into the EU. These sanctions will stop around 90% of Russian oil imports into the EU by the end of 2022. These sanctions only cover oil imported into the EU through the sea route.

It does not cover oil that comes into the EU through the pipeline route. This ban effectively constrains the global crude oil supply. With this effective reduction in supply, crude oil prices are set to rise further. But this is not the only reason why the crude oil price is rising. The more important reason is that during two years of COVID-induced lockdowns and restrictions, the Organization for Petroleum Exporting Countries (OPEC) cut down its production and supply of oil. Now when demand for oil has returned back to pre-COVID level, OPEC is not increasing production and supply back to pre-COVID level.

It has said that it will gradually increase production and supply to pre-COVID level. The past two years also reduced investments in the expansion of refining capacity. Crude oil needs to be refined before it can be used as gasoline, petrol, or diesel in vehicles. This shortage of refining capacity is also causing crude oil price increases in many parts of the world, including the United States.

Countries that enter into contracts with Russia to purchase its oil will be able to get a lower price for themselves. The price of Russian oil, known as Urals benchmark, is much less than the price of Brent crude oil or West Texas Intermediate oil. Urals benchmark is currently trading at $34 per barrel less than Brent crude. So if the current price of Brent Crude is around $120 per barrel, Russian oil is coming at around $86 per barrel. Payment for oil purchased from Russia cannot be made in dollars because of US sanctions on Russia. So payment for this Russian oil will have to be made in Russian currency or by other means. India is one major country that is taking advantage of the cheaper Russian oil, amidst rising prices all around.

Qatar’s energy sector
Qatar’s production of liquified natural gas (LNG) has dropped this year despite a surge of requests from European countries to secure Doha as an energy supplier as they move away from dependence on top supplier, Russia.

The decrease in the Gulf country’s LNG production is partially due to several liquefaction trains being unavailable due to scheduled maintenance, Bloomberg reported.

According to ship-tracking data compiled by Bloomberg, Doha exported less than 35 million tonnes of LNG between January and May, which is down from last year’s 36 million tonnes.

Although Qatar’s exporting capacity does not level up to last year’s output, it generates more sales income. This is because most of Doha’s long-term contracts are linked to oil prices, which were about 60% higher in the first five months of this year, compared with 2021.

According to a report by the World Bank in April, Qatar’s gross domestic product is estimated to increase to 4.9% in 2022 due to its boosted hydrocarbon exports of 10%.

The Gulf country will likely witness an expansion in its hydrocarbon dependence as its North Field projects begin production. The multi-billion plan is the largest of its kind and seeks to boost Qatar’s annual LNG production capacity from 77 million metric tonnes to 126 million tonnes by 2027.

The unforeseen economic ramifications of the Russian-Ukrainian War onto the world have particularly had a ‘positive’ effect on Qatar’s economy.

“The effects of the war in Ukraine on the commodity markets and its associated economic sanctions are positive, on balance, for Qatar’s economy, the largest exporter of Liquid Natural Gas in the world,” the World Bank’s GCC Economic Update report stated.

Qatar’s stance on LNG supply to Europe

During Amir Sheikh Tamim bin Hamad Al Thani’s visit to the UK in late May, a Memorandum of Understanding was signed between QatarEnergy and the Department for Business, Energy and Industrial Strategy. The agreement aims to strengthen energy cooperation between the Gulf country and the UK.

The move is seen as a means of expanding cooperation in energy security, renewable energy, and decarbonization.

Regarding Qatar’s role in potentially alleviating LNG supply concerns, Qatar’s Energy Minister Saad Sherida Al Kaabi, on 24 May noted: “Unfortunately, it’s a bit painful because it will take time and the Ukraine issue amplifies the price,” he said.

“But we’re absolutely ready to help. The UK is a very important country for us in Europe, and we will definitely do our best.”

Qatar has the world’s third-biggest proven natural gas reserves and is now one of the biggest fuel providers to the UK, shipping it in vast LNG tankers to Britain’s three LNG terminals.

During Sheikh Tamim’s visit to Berlin in May, the two countries agreed to expand their energy cooperation in a newly signed declaration. The agreement focuses on the LNG and hydrogen trade. It also entails arranging a Qatari-German working group that will meet regularly to develop the trade of LNG and hydrogen.

Speaking to German news outlet Handelsblatt, Qatar’s Foreign Minister Sheikh Mohammed bin Abdulrahman Al Thani said his country hopes to start sending gas from the US Golden Pass LNG plant in Texas, which QatarEnergy holds a 70% stake, to Berlin in 2024.

Qatar’s overall economy

The stable and resilient economy of Qatar has been growing at a fast rate. The country’s high per capita income, vast hydrocarbon reserves, and substantial economic fundamentals support its strong credit profile.

Qatar’s economy is expected to witness growth this year and is forecast to be the fastest-growing in the GCC in 2023 and 2024 according to the latest report of the World Bank.

The real Gross Domestic Product (GDP) is projected to grow by 4.9 percent in 2022, followed by 4.5 percent and 4.4 percent respectively in 2023 and 2024, the report added.

The World Bank’s latest Global Economic Prospects report for June has increased Qatar’s projected GDP growth for 2022 to 4.9 percent and additionally reaffirmed its forecast that Qatar’s economy will be the fastest-growing in the GCC in 2023 and 2024.

The output in the Middle East and North Africa (Mena) region is expected to expand by 5.3 percent in 2022—0.9 percentage point above previous projections, in part reflecting higher oil prices. This would be the region’s fastest growth in a decade. The economic recovery in Mena slowed briefly at the turn of the year as Omicron outbreaks sapped growth momentum. New confirmed cases of COVID-19 have since abated with broad-based declines across all economies.

With a forecast that oil price will touch $140 per barrel over the next few months, and the positive effects on Qatar’s economy, which is expected to be the fastest-growing in the GCC in 2023 and 2024 as per the latest report of the World Bank, Estithmar Holding sees endless opportunities to be an active partner in the nation’s economic diversification in line with the 2030 National Vision.

Qatar Post-World Cup: an industrial boom that will continue through 2026

The Qatar World Cup will be the first edition of the major soccer tournament ever held in the Middle East. With less than 6 months to go until the sporting event kicks off, its financial implications are starting to be weighed. Qatar has invested a great deal in the mega-event, including in the revamping of its national infrastructure.

Hassan Al Thawadi, Secretary General of the Committee for Delivery and Legacy, spoke directly about the event’s anticipated economic impact: “We anticipate the contribution to the economy essentially would be around $20 billion (€17 billion),” he said. That’s approximately 11% of Qatar’s GDP in 2019, prior to the onset of the pandemic.

The economic boost will benefit a number of sectors, including infrastructure. In addition to building stadiums specifically to host World Cup matches, Qatar has been investing — and continues to invest — in modernizing its infrastructure. The goal is to become more of a transport hub for a significant portion of the globe. Top priorities are the development of airports, as well as a more extensive metropolitan network, along with upgraded roadways and emerging cities. According to a report from Bloomberg, World Cup-related infrastructure projects are currently valued at $300 billion (€257 billion).

“The World Cup is meant to serve as an engine to push forward and accelerate a lot of the initiatives that the government has already committed to, already had planned, whether that’s in terms of urban development or economic diversification,” Al Thawadi continued.

While some of the projects will have a long-term impact, the government already has many initiatives in place with concrete short-term benefits. The boost that the 2022 World Cup will bring to the construction market won’t be over once the champions bring home their trophies. Construction sites opened in recent years, fueled by long-term planning for Qatar’s transformation, will continue to impact the large-scale works industry.

According to a report by Mordor Intelligence, an international consultancy firm in the sector, Qatar’s construction market will be valued at $76.98 billion (€66 billion) by 2026, setting its average annual growth at 10.54% for the period from 2021-2026.

The report reads: “Construction activity in the country remains resilient, as government spending has continued on projects. The government’s aim to diversify the economy, emphasizing non-oil sectors, is expected to drive funding toward construction projects over the forecast period.”

The National Vision Plan 2030 — an investment plan focused on building large-scale works aimed at modernizing cities and fostering their sustainable growth — is going to be a real driver of both the economy and of development over the next few years. According to the World Bank’s latest Gulf Economic Update, Qatar’s GDP will grow by 3% in 2021, 4.1% in 2022 and 4.5% in 2023.

Qatar’s commitment to host the 2022 World Cup has been a key driver of its development ambitions, as well as the revival of its construction industry.

While around $10 billion (€8.5 billion) has been earmarked for infrastructures specifically for the World Cup, the rest of the funds have been allocated to modernizing infrastructure, from subways to roads and airports.

The development of these new works, guided by the principles of sustainability and urban regeneration, will help establish Qatar as one of the region’s most modern countries.

From its side, Estithmar Holding is taking part in Qatar’s post-World Cup boom with Al Maha Island recently revealed as the next avant-garde entertainment and leisure destination that will transform Qatar tourism, attracting over 1.5 million visitors per year. The island is located in Lusail near Place Vendome mall and linked to the mainland via a causeway.

The world-class project is led by the association of Estithmar subsidiary, Elegancia and IMG, in collaboration with Qatar Tourism Authority, and will comprise of Doha Winter Wonderland, Nammos Beach Club, High End District with 6 of the best internationally acclaimed restaurants and many more attractions.

Al Maha Island demonstrates the huge potential of Qatar’s tourism sector and is a manifestation of how the private sector is adapting to the fast growth in hospitality and tourism sectors in the country. By leading this project, Estithmar Holding is proudly becoming part of Qatar’s legacy.

The contents and medicinal properties have been steadily developed through exchanges with countries of Chinese originu2014the father of East Asian medicineu2014and further east, contributing to medical development in Japan.

Security Trends are moving from mere protections to new levels of intelligence

Caption:

In Qatar, the security field is eagerly looking forward this year to securing the most international event there is. Stark Security Services as a pioneer of innovative security technology, will play an important part in securing the FIFA World Cup 2022.

Stark has been recognized for its commitment, earning the best security organization award for securing the Formula One last year, and is striving to be the state’s partner in achieving the smart city vision that has been incorporated into Qatar 2030 vision, thanks to its state-of-the-art technology and know-how to secure a diverse range of events, projects, and facilities.

Security Trends are moving from mere protections to new levels of intelligence

Successful security companies adapted and transitioned their guards successfully to meet the changing security needs in 2022. As more people spent less time behind closed doors, the volume of people out and about, including returning to the workplace, affected the entire system. As a result, the security industry experienced some significant shifts that changed the face of security guard coverage. Although 2021 marked the most significant changes seen in this industry in years, the trends are strongly pushing ahead. Here are the top trends expected to continue to prevail.

Filling In the Gaps

Security guard placement providers faced labor shortages that impacted many industries, and security was no exception. Before March 2020, security guards mostly worked behind the scenes without much notice unless there was an emergency. Then, security guards became frontline employees of those companies they served. This need on the frontlines made security guard workers essential employees. Security is one position that can’t be done remotely, so security guards dealt with many people daily, monitoring crowds and foot traffic while ensuring safety guidelines are followed. Unfortunately, the COVID-19 strains did cause some security guards to get sick, and some chose not to return after healing from the virus. This, in turn, led to a continued shortage that will likely trend through at least 2022.

Incorporation of Technology in Security Guard Roles

Organizations realize that combining technology and in-person presence provides the best security coverage. No longer are cybersecurity and security guards considered separate. Often, companies with security systems wish to add private security guards for a higher level of protection.

Building and event access can be incorporated into most devices, allowing the elimination of badges and hard-to-remember codes. As technology becomes more mainstream in security measures, the normal in 2022 will likely be access to restricted areas using smartphones and personal devices.

Risk Assessment and Analysis

No company wants to wait until after an incident to take measures to improve safety. A trend for 2022 is a more proactive approach to safety and security. For example, allowing highly trained security guards to perform pre-assessment at the job site reveals vulnerabilities that may put property or people at risk. If these risks can be mitigated before they become an issue, corporations save time, money, and keep people safer.

Extended Security Guard Training

Due to the likelihood of security guards having law enforcement or military background, they are already well prepared and experienced in dealing calmly with emergencies. However, successful security companies recognize that the world is changing, as are clients’ needs. Standard training is part of any reputable security guard provider. Still, the best placement firms will insist on extended training that is both industry-specific and addresses current threats. The ultimate goal of security is to provide safety and protection of both people, assets, and property. Any training that better prepares guards for new threats offers clients a better safety net and ensures the best coverage. To ensure guards receive the knowledge they need from extended training, additional testing may happen before guards are placed on essential assignments.

Here, Hikvision would like to share some of our ideas and expectations about key trends that will likely affect the security industry in 2022 and perhaps even further into the future.

Biometric Access Control

Biometric access control will bring higher security and efficiency. In the past decades, authorized access control has moved a long way away from keys, pin codes, and ID cards. We now find ourselves stepping into the era of biometrics. The access control market is rapidly becoming occupied by biometric authentications, from fingerprint and palmprint recognition to facial and iris recognition.

Extra Low Voltage Security Systems

ELV Security systems include systems that help detect fire, raise fire alarms, use the public address system, watch over access controls, detect intrusions, CCTV, and more.

The concept of the Smart City is primarily concerned with looking at how technology and intelligent connectivity can generate actionable data to help improve city services and ensure a greater quality of life for all citizens. As increasingly IoT devices are being adopted to realize the Smart City vision, attention must turn to the cybersecurity of such devices.

By all appearances, the security industry is in a stage of redefining itself. It is moving from mere security and safety protections to encompass a broader scope of activity that will expand safety while bringing new levels of intelligence and sustainability to communities, companies, and societies.

In Qatar, the security field is eagerly looking forward this year to securing the most international event there is. Stark Security Services will play an important part in securing the FIFA World Cup 2022.