Lovin Dubai: The Rise of Richard Fitzgerald’s Media Empire

When individuals discuss the hectic lifestyle of Dubai, skyscrapers, and a universal lifestyle, the name of a single brand is constantly featured on social media feeds Lovin Dubai. At the helm of this monumentally successful digital brand is Richard Fitzgerald, an Irish businessman who made a risk, crossed continents and created one of the most effective media platforms in the UAE out of nothing.

This is the human account of the way he did it.

A Leap From Ireland to Dubai

Richard was a successful name in the advertising sector in Ireland before Dubai had heard of him. But there was something that was not right. The media world was evolving at a very fast pace. People were not using newspapers and TV anymore rather moving to mobile first, fast content. Richard was able to discern that people did not only demand news, but also stories, culture, real time information and a voice that sounded like a friend and not a newsroom.

This was the life-changing decision of his life, and he decided to quit his job and go to Dubai in 2012. He was drawn to the energy, diversity and the sense of anything being possible in the city that Dubai was. Dubai was not a city, it was more of a canvas that needed someone to paint new possibilities in the media.

The Start of Something Bigger: Building Augustus Media

In 2015, Richard had established Augustus Media, a millennial media company that is designed to live in a phone-based generation. He did not intend to imitate the old newspapers and television stations. He had a desire to create something new that would depict the actual Dubai people living day in day out.

And that became Lovin Dubai.

What began as a tiny online page soon developed into a movement. The Lovin Dubai spoke in such a way people loved:

• Simple
• Fun
• Relatable
• Community-focused

Lovin Dubai: Digital Pulse of the City

Lovin Dubai became the destination that people checked:

• What’s happening today?
• Which restaurant is in hype?
• What happened to all of us last night?
• What is the viral moment who is taking over the city?

Lovin Dubai was about everything that made the city feel alive: traffic news, restaurant reviews, and moving stories about Dubai. The platform captured the character of Dubai not only the glitz but the magic that is daily.

Richard realized what a number of traditional publishers overlooked:
Local stories resonate with people.

And he redoubled his tactics.

Lovin Dubai has integrated into the lives of people through short vertical videos, reels, TikToks, and interactive posts. Huge stories happened in the UAE or a cute video got viral, Lovin Dubai was always the first to share it and most of the time shared by everyone.

Growing a Media Empire

Following the success of Lovin Dubai, Richard increased the presence of the brand.

Lovin Saudi

A sister website that embodies the culture, humor and the vitality of a young and changing Saudi Arabia.

Smashi TV

A business-oriented, startup, and innovation-oriented streaming brand based in the Middle East.

And it did not end with the growth, Augustus Media created its own studios, editorial structures and content teams and so the company became a full-fledged digital powerhouse.

How Lovin Dubai Earns Money 

Richard created a business model to fit the habits of his audience:

• Sponsored videos and reels
• Brand alliances with large businesses
• City-focused campaigns
• Programmatic ads
• Licensing Lovin brand to other countries
• Arranging events and community events

This diversified model assisted Augustus Media to expand even as the global media companies were on their knees.

Building the Digital Culture of Dubai

Richard did not simply invent a business of media, he assisted in the manner in which Dubai narrated its tales.

Because of Lovin Dubai:

• People received breaking news at a faster pace
• There was a focus on community tales
• Local enterprises were given a bigger voice
• The updates of the government are immediate
• Dubai existed in the digital form, which was a human personality

The work of Richard also impacted the behavior of the audience and the way brands and government structures interact in the territory.

Conclusion

Inspired by this success story? Your business could be the next big case study. Partner with E-Startup to turn your idea into a fully compliant UAE company with expert support on licensing, visas, and strategic setup. Let’s build your success story together.

WEBSITE – https://lovin.co/dubai/en/