Brand | ABU DHABI TOURISM & CULTURE AUTHORITY |
Product/Service | TOURISM |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | Consumer Services |
Entrant Company
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
PR Agency
|
MEMAC OGILVY PR Dubai, UNITED ARAB EMIRATES
|
Production Company
|
FIRST AND TEN PRODUCTIONS Dubai, UNITED ARAB EMIRATES
|
Brief Explanation
We enlisted someone our audience trusted and who had never been to Abu Dhabi before – Ahmad, an adored Kuwaiti blogger, instagrammer and snapchatter. And as a government entity – we did the unthinkable. We handed him the keys to our social media channels and gave him direct access to our Visit Abu Dhabi audience.
Then we gave him the experience of a lifetime – 4 days #InAbuDhabi filled with his favorite culinary, adventure and cultural activities…and the F1 of course! Throughout his journey, Ahmad not only stepped into the driver’s seat of our social channels, but he also enthusiastically shared countless snaps, videos and images with his own significant following, driving a direct dialogue about Abu Dhabi as a tourist destination.
Creative Execution
The plan was executed in real time over the course of 4 days (September 26, 2015 – September 29, 2015) throughout Abu Dhabi. Prior to his trip, we developed an Abu Dhabi itinerary with Ahmad, making sure it encompassed his interests and passions.
Upon his arrival in Abu Dhabi for F1 weekend, we handed him the keys to our social media channels and accompanied him around Abu Dhabi.
Ultimately, through a blended paid, earned and owned approach, we served our targeted audience highly enticing and relevant content at exactly a time when they cared about Abu Dhabi (during the F1).
Results
Through one man’s story, we were able to show – not tell – audiences that Abu Dhabi is an exceptional adventure and cultural destination.
In only 4 days, we achieved:
21 million+ social media impressions
620,000+ social media engagements
10,000 new fans/followers across Visit Abu Dhabi social media channels
Double the engagement rate compared to F1 weekend 2014
Our official tourism hashtag - #InAbuDhabi – which was promoted by Ahmad, attained 388 million+ social media impressions and was used nearly 30,000 times
December 2015 (month after F1) saw a 13% increase in visitors compared with December 2014.
Credits
Ramzi Moutran |
Memac Ogilvy |
Executive Creative Director |
Sami Moutran |
OgilvyPR |
PR Director |
Charlotte Tansill |
OgilvyPR |
Group Account Director |
Shefali Vyas |
OgilvyPR |
Senior Social Strategist |
Sawsan Abdillahi |
OgilvyPR |
Senior Account Manager |
Samar Sharawi |
OgilvyPR |
Community Manager |
Kinan Shaaban |
OgilvyPR |
Arabic Content Creator |
Shyaire Ganglani |
OgilvyPR |
Social Strategist |
Nayri Bedros |
OgilvyPR |
Social Strategist |
Mahra M. Al Zaabi |
Acting Communications Department Director |
Acting Communications Department Director |
Duaa Fahmi Mukhayer |
Abu Dhabi Tourism/Culture Authority |
Digital Content Unit Head |
George Kalliamvakos |
Abu Dhabi Tourism/Culture Authority |
Digital Development Unit Head |
Jonathan Muller |
Abu Dhabi Tourism/Culture Authority |
Senior English Digital Editor |