Brand | MINISTRY OF TOURISM |
Product/Service | MINISTRY OF TOURISM |
Entrant | IMPACT BBDO Beirut, LEBANON |
Category | Consumer Services |
Entrant Company
|
IMPACT BBDO Beirut, LEBANON
|
Advertising Agency
|
IMPACT BBDO Beirut, LEBANON
|
The Brief
Tourism is Lebanon's most vital industry and constitutes to this day the country's major source of revenue.
Due to the ongoing political turmoil, and as the awaited touristic season was just about to begin in Lebanon, neighboring countries, alongside international authorities made it quite clear that Lebanon should not be considered as a touristic destination due to the many events, heavily shared on various media platforms.
This made any comeback somehow impossible for the Ministry of Tourism, which found itself crippled at this crucial time of the touristic year.
Describe how the promotion developed from concept to implementation
The Ministry of Tourism needed to face that gloomy reality with a relevant yet unconventional approach, by creating a campaign that would somehow be tailored to this particular turn of events; a campaign that would trigger an emotional response from the potential tourists and Lebanese expatriates, despite the regional upset that was crippling the country
Describe the success of the promotion with both client and consumer including some quantifiable results
In less than a week, it gathered a half a million views and became the most viewed local TVC ever. The powerful message of hope was shared and debated by millions of Lebanese, generating thousands of dollars in free media and triggering extensive PR.
Beirut was named as one of the top 20 touristic destinations worldwide and Byblos was crowned best touristic city in the Arab World.
The Ministry of Tourism managed to overcome the negative perceptions inflicted by the media, by registering over 1 million incoming tourists in a year where hope was lost for any touristic activity.
Explain why the method of promotion was most relevant to the product or service
By adequately allocating the influence of renowned Lebanese stars, the TVC shows a very warm image of the true Lebanon, beautified by Wadih el Safi's iconic music from the song "Rah Halfak" amplifying the authentic Lebanese cachet, and a tone of voice that depicts the beauty in contradiction, entitled "Don't go to Lebanon".
The paradox approach is meant to implicate powerful PR around the campaign, on TV, radio, in the press and online.
Credits
Walid Kanaan |
Impact Bbdo |
Chief Creative Officer |
Chris Jabre |
Impact Bbdo |
Copywirter |
Miriam Jbeili |
IMPACT BBDO |
Associate Creative Director |
Rawad Keyrouz |
Impact Bbdo |
Tv Producer |
Samir Tamari |
Impact Bbdo |
Creative Director Director Tv Producer |
Karim Diab |
IMPACT BBDO |
General Manager |
Farah Feghali |
IMPACT BBDO |
Account Executive |
Wim Coetsee |
Impact Proximity |
Regional Technical Director |
Syed Azeem Afzal |
Impact Proximity |
Regional Head Of Digital |