2022 Winners & Shortlists

Why is this work relevant for Brand Experience & Activation?

With almost zero media budget, The Ministry of Tourism Lebanon overachieved its target of 40,000 visitors for the season by 10 times or more - in a gloomy travel landscape, by activating its key touchpoints. The initiative made optimal use of channel partners in the travel industry and connected them with the potential customers, through a call for action that was shareable enough for people to make their own. Before the end of December, over 400,000 visitors had booked their flights to Lebanon.

Background

Lebanon is in a turmoil that has been grinding on for years. Political tensions, the biggest man-made explosion, non-stop fuel and power shortages, Lebanon is suffering. What was once a vacation spot, a tourist mecca, home to a thriving middle class, is now a country in one of the worst economic crises anywhere in the world, likely since the 1800s, says The World Bank. Lebanese are emigrating. Other countries are advising their citizens to stay away. Despite all this, the tourism sector contributes over USD 10 billion to the economy and it is essential for the survival of the country. Tourism brings critical “fresh currency” to the country. And so amidst all this chaos, the Ministry of Tourism had to launch a tourism campaign to boost the number of visitors that were in decline to at least 40k visitors for the winter season. With zero budget. Ze-ro. But how?

Describe the creative idea (20% of vote)

Whether they decided to stay or leave the country, Lebanon has a hold on its people. It feels almost irrational to Lebanese to still love this chaotic country – a country that has hurt them but that is still a deep and fundamental part of who they are. Dr Brene Brown’s research talks a lot about the courage to be imperfect, truly authentic. This love is complicated. But sometimes all you can do is to accept something for what it is, with all of its imperfections. And so we did just that. To get our idea picked up by the media, we had to be provocative and get everyone talking about it. And so we launched the most honest love declaration in its simplest execution. “Crazy Love.” Lebanon, we love you in your madness. Bi jnounak bhebak.” That was the idea. A headline. A heart-felt message. A callout to the

Describe the strategy (20% of vote)

Now that we had an idea, it was time to implement it. We created a heart touching visual identity and film for the initiative. We were confident about the shareability of the content that would carry our call for action. Our end to end journey was rather a simple one and, the more people shared our content, the more its impact multiplied. But we had to connect it with the Ministry of Tourism’s information portals containing updates on special travel packages that were introduced to incentivize everyone to come.

Describe the execution (30% of vote)

The only thing that could fit in a zero-budget campaign. (Oh, we were not throwing clichés around when we said our budget was zero. That was it.) The Minister of Tourism himself announced the campaign in the media in order to try hijacking a news cycle. He told Reuters the slogan was “bold, because Lebanese go to extremes a lot.” “We are extreme in everything,” he said.” In love, in hate, in patriotism. We take everything to the extreme.” “We love you in your madness” was everywhere.

List the results (30% of vote)

And the headline got picked up over 110 articles and reached over $2,400,000 in earned media. Regional and global publications: Reuters, Arab News, The Guardian, Sydney News, US News, Gulf News, Middle East Monitor, Alrabiya, Arab Times, Christian News, Travel Trade, Vice and more. Politicians and cultural leaders shared the film. The campaign and its talk value started multiplying across traditional media and everywhere from What’sApp groups, Twitter replies to Reddit. Making it to Lebanese groups in Sweden and Belarus. Even better, a Lebanese singer Gebran basil actually recorded a song about the crazy love that Lebanese have for Lebanon. And The Weather of Lebanon channel picked up and used it several times as a way to announce the weather forecast!! The Ministry of Tourism’s projected number was 40,000 visitors during the winter season. Before the end of December, over 400,000 visitors had booked their flights.