Luna PR is a public relations and marketing agency focused on crypto and Web3, headquartered in Dubai, United Arab Emirates. The company describes itself as operating since 2021 and serving a global client base across digital assets and adjacent emerging technologies. In a sector where visibility, credibility, and narrative discipline can influence market perception, agencies like Luna PR typically support projects with media strategy, communications execution, and go-to-market planning.
Overview
Luna PR positions its offering around communications and growth support for crypto-native businesses, including protocols, exchanges, infrastructure providers, NFT and gaming projects, and Web3 startups. The agency reports that it has grown into a team of more than 100 employees and has worked with hundreds of clients. These claims are relevant in evaluating operational capacity, geographic coverage, and the ability to run multiple campaigns in parallel, although specific client lists and outcomes are often not fully disclosed in agency marketing.
History and Background
According to the agency’s own description, Luna PR began operations in 2021 and established its base in Dubai, a jurisdiction that has attracted a concentration of crypto businesses and service providers. Dubai’s role as a regional hub has been shaped by a combination of capital availability, international talent inflows, and evolving regulatory structures for virtual assets. For agencies headquartered in the region, proximity to founders, exchanges, events, and partner networks can influence business development and campaign execution, particularly for projects seeking Middle East visibility alongside global coverage.
Core Products and Services
PR and marketing agencies serving the crypto industry commonly bundle communications strategy with execution across media, content, and distribution channels. Based on Luna PR’s positioning as a Web3 and crypto agency, its services typically align with the following categories:
- Media relations and press operations: messaging development, press releases, media pitching, interview coordination, and announcement planning.
- Brand positioning: narrative definition, differentiation against comparable projects, and refinement of audience-specific messaging for users, investors, and partners.
- Content and social marketing: editorial planning, social content production, community-facing communications, and amplification strategies.
- Campaign management: planning and running time-bound initiatives such as product launches, ecosystem announcements, event activations, or milestone communications.
- Partnership and visibility support: coordinating collaborations, speaking opportunities, and industry presence, including conferences and side events.
Use Cases and Market Position
Crypto PR differs from traditional corporate communications because market cycles can compress timelines and amplify reputational risk. Projects often seek PR support to explain complex technical roadmaps in accessible language, manage information flow around token-related milestones, and secure consistent exposure across multiple regions. In this context, a Dubai-headquartered agency with a larger distributed team may be structured to support clients across time zones, languages, and publication markets.
Luna PR’s stated scale suggests an orientation toward high-throughput campaign delivery, potentially serving clients that require frequent announcements, ongoing media outreach, and continuous content production. This model is commonly used by teams preparing for fundraising, entering new markets, launching products, or seeking sustained ecosystem visibility during periods of heightened competition.
Team and Operations
Luna PR states it has more than 100 employees and operates as a global team. For buyers of agency services, staffing levels can matter less than role distribution, senior oversight, and the presence of dedicated account leadership. Teams evaluating an external partner typically assess who owns strategy, how approvals are managed, and how performance is measured, especially when campaigns span paid, earned, and owned media channels.
Risks and Considerations
Communications in crypto can create legal and reputational exposure if claims are overstated or if disclosures are incomplete. Clients working with PR agencies should ensure that announcements are consistent with product reality, token distribution constraints, and jurisdictional advertising rules. Media placements and influencer collaborations can also present transparency issues, particularly where sponsorship or compensation is involved.
As with any agency relationship, outcomes can be difficult to attribute directly to PR activity. Prospective clients generally benefit from defining measurable goals, such as targeted publications, clear positioning deliverables, message discipline, crisis-response readiness, and governance on who can speak publicly for the project. In rapidly evolving markets, coordination between PR, legal, product, and business development functions is often necessary to reduce operational risk and maintain credibility.
