2016 Winners & Shortlists

Creative Execution

Using Photospheres and Street View of the ancient city of Petra, the site includes audio narration and interactive hotspots creating an immersive experience where visitors are led on a guided tour. While they can wander freely around the city, they always have a reference map to assist them in their visit. When done exploring, visitors can also learn more about Petra or be directed to other Jordanian historic sites. In order to present the project, we partnered with her Her Majesty Queen Rania Al Abdullah to narrate an intro video. The experience works across mobile, tablet and desktop.

_Over 8M unique visits, 95% non skip of intro video _Total time of users spent on site was 144,784 hours (that's 6,033 days!) _Presentation video with Her Majesty Queen Rania Al Abdullah has over 24M views _More than 391M social impressions during the first 3 days of launch _495 Press and TV coverage from more than 81 countries.

Strategy: To earn brand favorability in the region. The goal of the brand was to be perceived as more local and to show how it values the cultural and historical heritage in the region, to earn more favorability from consumers in the region. Insight: In March, figures revealed that visitors to Unesco world heritage site Petra fell from 800,000 in 2010 to 400,000 last year. Idea: Bring Petra (and Jordan) to the world and make it even more broadly known to inspire visits