2017 Winners & Shortlists

The Campaign

We chose to remaster a song, part of our national heritage: A true ode to the Tunisian legacy. We focused our efforts on the production of its video clip. The scenes accompanying the music had to honour the majestic beauty of the neglected regions and showcase their true potential as touristic destinations.

Creative Execution

Accompanying the very popular among the youth singer, Sabri Mosbah, several musicians helped us deliver our message. We chose to scatter them all around the country, namely in Sousse, Bardo, Sidi Bouzid & Gasserine, and filmed them in gorgeous locations. Such an arrangement allowed us to display the beauty behind all of the mediatic chaos and anxiety. United in harmony, the musicians were a perfect metaphor for the ideal of national unity we strived to convey.

The readaptation of the song was a hit among the younger audience, as the music video was consulted more than 200k times the night it launched alone. All in all, more than 740k views were recorded across Facebook & Youtube. Thanks to the massive online engagement with the campaign and the media efforts on TV & Radio, clear improvement showed in the results of domestic tourism compared to the previous term, with a raise of 2,5% in stays and 4,1% more arrivals in hotels (from January 2016 until the 20th of August).

Under the context of fear and anxiety we needed a content strategy that would allow us to turn the negative buzz into a positive message. This musical video clip was used as an engaging and entertaining content that allowed to establish an emotional connexion and to showcase the majestic beauty of the affected regions.

In order to promote a more sustainable domestic tourism activity, we had to ensure that all the tourism-friendly sites appealed to the audience. In this case, the priority was to salvage the reputation of the regions affected by terrorist acts. Our job was to find a way to turn the ghost of fear and anxiety surrounding them into feelings of belonging, awe and delight.