2022 Winners & Shortlists

Why is this work relevant for PR?

The COVID 19 pandemic changed lives around the world. After millions were told to stay home, the desire to reconnect with nature emerged strong. As such, people were seeking safe and remote experiences where they could switch off and have an exhilarating outdoor experience away from the crowds. The announcement of the world’s first Bear Grylls branded accommodation, featuring an initial nine recycled and redesigned containers followed, taking the great escape to Ras Al Khaimah's Jebel Jais to the next level. And it needed a compelling PR strategy.

Background

Ras Al Khaimah, one of the seven emirates in the UAE and the fastest-growing tourist destination, realised from the onset the need to be agile and adapt, quickly implementing a robust recovery strategy. Ras Al Khaimah was perfectly attuned to the public sentiment for wholesome yet safe outdoor experiences. Drawing on this, Ras Al Khaimah Tourism Development Authority in collaboration RAK Leisure – the lifestyle subsidiary of RAK Hospitality Holding – launched the world’s first Bear Grylls Explorer Camp in October 2020 which was later followed by the world’s first branded accommodation. Located on the Jebel Jais Mountain range, the UAE’s highest, the camp aligned seamlessly with the desire for travel experiences set in expansive, open and natural environments.

Describe the creative idea (20% of vote)

Ras Al Khaimah Tourism Development Authority wanted to create experiences that went beyond the traditional holiday – trips that allowed visitors to immerse themselves in the destination to generate a sense of experiential and purposeful travel. By gauging consumer sentiment through trend analysis and in-depth desk research, we knew that one of the best ways to de-stress during these uncertain times was to get outside. The idea was to create a big splash around the camp launch by capitalising on Ras Al Khaimah and specifically Jebel Jais’ wide and expansive areas, positioning the experience as a safe getaway unlike any other, located away from the bustle of city life.

Describe the PR strategy (30% of vote)

Building on the back of the huge success of his Survival Academy in the United Kingdom, Bear Grylls’ globally renowned survival courses and its first explorers camp were unveiled earlier in the year to UAE and GCC audiences via a targeted press release before the camp officially launched. The announcement of the world’s first Bear Grylls branded accommodation, featuring an initial nine recycled and redesigned containers followed, taking the great escape to Jebel Jais to the next level. The success of the launch needed both emotional and educational resonance among potential visitors to drive interest and bookings to the camp. Our strategic approach was led by three key insights: 1. Nature is the most powerful and valuable asset 2. Authenticity is key. 3. Adventure is an emerging source of attraction

Describe the PR execution (20% of vote)

In October, a group of 12 media and influencers accompanied by plus ones, challenged themselves to Bear Grylls’s famed survival courses. The event commenced early morning with light breakfast at the Bear Grylls Explorers Camp followed by an introduction to the camp and its activities from Martin Norton, the camp’s Chief Trainer along with a welcome video from Bear Grylls himself. The attendees were awarded an official certificate for their successful completion of the camp’s course. Furthermore, in collaboration with Ras Al Khaimah Government Media Office (RAKGMO) and the BCW office in London, an international media FAM trip was organised for UK-based top-tier journalists to experience the Bear Grylls Explorers Camp and its offerings in December 2020. All content assets were rolled out regionally, including TV, radio and online outlets, and supported by comprehensive press communications and spokespeople interviews.

List the results (30% of vote)

The launches of both the Bear Grylls Explorers Camp and its branded accommodation generated more than 434 local, regional and international hits as well as significant social media coverage with a reach of 2.1million and totaling an AVE of $5 million. Coverage and attendance were secured from the likes of Associated Press (AP), Reuters TV, The Daily Mail, The Telegraph, The Sun, Dubai Eye, Arabian Business, Gulf News, The National, Khaleej Times, What’s On, Time Out and much more. The campaign drove bookings at the camp and its accommodation. The survival courses were full for the winter season with slots booked up months in advance, with the camp receiving ongoing enquiries from the local community and residents in regard to the camp’s offering and prices. Immediately following its launch, the world’s first branded accommodation was inundated with enquiries with every weekend fully booked, attracting visitors from across the country and region.