2019 Winners & Shortlists

THE ALTANTIS FAN SUITE: THE WORLD'S FIRST SOCIAL MEDIA SUITE

BrandATLANTIS, THE PALM DUBAI
Product/ServiceATLANTIS SUITES
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
CategoryTravel, Leisure, Retail, Restaurants & Fast Food Chains
Idea Creation FP7/DXB Dubai, UNITED ARAB EMIRATES
Media Placement FP7/DXB Dubai, UNITED ARAB EMIRATES
Media Placement 2 MAGNA GLOBAL Dubai, UNITED ARAB EMIRATES
PR FP7/DXB Dubai, UNITED ARAB EMIRATES
PR 2 VIRTUE PR & MARKETING COMMUNICATIONS Dubai, UNITED ARAB EMIRATES
Production FP7/DXB Dubai, UNITED ARAB EMIRATES
Production 2 MRM//McCANN Dubai, UNITED ARAB EMIRATES

Why is this work relevant for PR Lynx?

Everyone who knows the UAE knows Atlantis The Palm Dubai; one of Dubai’s highlights and a main tourist attraction. But, over the years Atlantis has had a real problem. Because whenever tourism hits a low in Dubai, room and suite bookings feel the impact. So, with Facebook, a popular media channel in the UAE, where most residents 'liked' Atlantis, we created The World's First Social Media Suite; showcasing original content around the diverse range of experiences on offer at Atlantis for all residents. And created regional and worldwide buzz and talkability needed to attract people to check into Atlantis.

Background

Atlantis The Palm, Dubai’s brief was simple, they where about to hit 1 million Facebook likes and wanted to say the kind of thank you that their fans and the world would remember. Key objectives: • Further build brand love. • Further raise Atlantis The Palm Dubai’s profile internationally with a PR worthy story. • Increase staycationers during a tough economic climate.

Describe the creative idea.

We discovered that people today want experiences more than things when they travel or seek a getaway. So, we gave them an experience they'd never forget and that'd make other envious. With Facebook, we tookover a fancy room and turned it into The World’s First Social Media Suite – The Atlantis Fan Suite. It was a brand experience unlike ever before. Exclusively available for any Atlantis Facebook fan to book, for free, for an entire year. The suite was fully booked for the whole year in just 14 days.

Describe the strategy.

We all like liking stuff, like keyboard cats, rainbow cats or grumpy cats. But since when has liking stuff, got you stuff back? Well, if you were one of the millions of fans who liked Atlantis The Palm Dubai’s Facebook page, liking stuff got you a once in a lifetime experience. Rather than do a usual bland ‘Thank you’ campaign, we asked Atlantis to do something completely bonkers when they hit their 1 million milestone. Something so bonkers it would attract tourists from all over and increase revenues in a tough economic climate. Something like telling them to take one of their suites off the market for a whole year. Something that would cost them $200,000 in lost revenue. But got them $3.2million back in earned media.

Describe the execution.

By combining iconic Facebook elements with Atlantis’ promise to take people away from their everyday we created a new medium that no one has seen before. The world’s first social media suite, which acted like an immersive sampling experience showcasing the resort and its amenities to all visitors. We designed the whole suite and packed it full Facebook themed features. A high-tech entry system, a ‘Poke’ for room service button, a bespoke range of witty toiletries, a Status wall, a Butler Bot, their own personalized Facebook feed mirror, custom made LIKE chair, live feeds, and a whole lot more. Social content drove people to a bespoke booking site where fans could book their 1-night stay for free. And influencers made the Suite not just the talk of town, but talked about around the world too.

List the results.

+11% Brand Buzz. +6% Brand’s impression Equity. +7% Brand’s Reputation Equity. +11% Atlantis’ Room Bookings. +8% Atlantis’ Suite Bookings. +40% uplift in spends across the resort compared with business-as-usual.

Credits

Name Company Role
Oliver Robinson FP7 McCann Dubai Executive Creative Director
Thomas Young FP7 McCann Dubai Associate Creative Director
Mike Awad FP7 McCann Dubai Associate Creative Director
Tahaab Rais FP7 McCann MENAT Regional Head of Strategy
Thomas Young FP7 McCann Dubai Copywriter
Mike Awad FP7 McCann Dubai Art Director
Spiro Malak FP7 McCann Dubai GM Business Unit
Marine Grat FP7 McCann Dubai Account Manager
Khaled Hamza FP7 McCann Dubai Creative Services Director
Anis Zantout FP7 McCann Dubai Regional Digital Director
Uday Desai FP7 McCann Dubai Senior Technical Lead
Erol Salcinovic FP7 McCann Dubai Design Director
Kuba Skowronski FP7 McCann Dubai Associate Integrated Design Director
Tala Arakji FP7 McCann Dubai Strategy Manager
Sreeni Kuniyil FP7 McCann Dubai Assistant Production Manager
Nasir Iqbal FP7 McCann Dubai Production Assistant
Paul Banham FP7 McCann Dubai Executive Creative Director