DUBAI—The Holmes Group has formed a partnership with the Middle East Public Relations Association (MEPRA), the leading professional association for public relations practitioners in the Middle East, to expand the presence of the SABRE Awards competition in one of the world’s most dynamic and fast-growing regions.

The partnership involves a special discount code that MEPRA members can obtain from the association in order to receive a discount on entries to this year’s awards competition—and is expected to grow next year with a separate awards program for the Middle East.

“The size and sophistication of the Middle Eastern public relations industry is already impressive, due in large part to the work of MEPRA in developing and showcasing the profession,” says Paul Holmes, CEO of The Holmes Group and chair of the SABRE Awards jury. “The past few years have seen two Platinum SABRE winners—the best in show in EMEA—from the region and we believe the time is right to shine an even brighter spotlight on the best work from the Middle East and North Africa.”

The announcement follows a similar agreement with the African Public Relations Association to expand the SABRE Awards in Africa.