2022 Winners & Shortlists

Why is this work relevant for PR?

The COVID-19 pandemic has had a profound impact on the world with multiple lockdowns giving people the time to stop, think and reflect on how fragile life really is. Consumers have become more mindful of sustainability, and many are choosing to live in a more responsible manner as a result. Doing right by the community and environment has never been more important and companies are under even more scrutiny. Jumeirah Group in partnership with ASDA’A BCW and Markettiers responded with the development of a PR campaign to drive home the message of corporate and community responsibility.

Background

Burj Al Arab Jumeirah and neighbouring Madinat Jumeirah are home to Jumeirah’s Dubai Turtle Rehabilitation Project (DTRP), which treats sick and injured sea turtles in collaboration with Dubai’s Wildlife Protection Office, Dubai Falcon Clinic, and the Central Veterinary Research Laboratory. On 16th June 2021, in celebration of World Sea Turtle Day, 30 turtles were released by the programme, taking the tally of successfully rehabilitated sea turtles up to almost 2,000 since 2004. The objectives of the PR campaign were: 1. Amplify Jumeirah’s sustainability credentials, specifically its focus on turtle rehabilitation, by spotlighting the brand’s DTRP with emotive content 2. Utilise VNR, B-Roll, and spokespeople interviews/soundbites to secure local and international broadcast coverage using World Sea Turtle Day as a news hook 3. Create an emotional connection between Jumeirah Group and the community via an event in which the DTRP is brought to life, to generate positive conversations

Describe the creative idea (20% of vote)

The campaign needed to be both inspiring and educational to drive conversation around the Group’s marine turtle conservation efforts, connect with audiences and ignite support amongst the community. But first we needed a moment. Jumeirah Group’s Dubai Turtle Rehabilitation Project was due to release 30 sea turtles back into their natural habitat. We conducted research into when the best time to do this would be, identifying World Sea Turtle Day on 16th June as the optimal moment – a day set aside to honour the importance of these magnificent creatures and their vital role in the balance of marine habitats. Once the date was agreed, we set to work alongside our client.

Describe the PR strategy (30% of vote)

On 16th June 2021, in celebration of World Sea Turtle Day, 30 Hawksbill, Green, and Loggerhead turtles were released by the programme from Jumeirah Al Naseem in Dubai, in the presence of tier one media representatives and in-house guests, and under the watchful eye of the project experts. Initiated in the UAE, all content assets were rolled out post event internationally, including TV, radio and online outlets, and supported by comprehensive press communications and spokespeople interviews. To further engage and educate the community, we called upon the support of Sheikh Fahim Al Qasimi, a passionate champion of marine conservation and advocate of the DTRP. Dubai Media Office also supported the campaign with follow up posts on its social channels to maintain the conversation.

Describe the PR execution (20% of vote)

The key elements were: • Extensive media audit to generate compelling content • Curation of a full suite of written and visual bi-lingual content including: B-Roll – loosely edited footage and key soundbites from the team, and Audio package – featuring key soundbites and details of the rehabilitation process • Press release • Identification and engagement with key eco, news and lifestyle media • Newsletter and EDM to hotel guests and Jumeirah One loyalty members inviting them be part of the release • Influencer and stakeholder engagement

List the results (30% of vote)

The campaign generated more than 2,284 local and international media hits including coverage by Reuters, EuroNews, Yahoo!, MSN and Dubai TV, totaling an AVE of $2.2million and a reach of 2.64 billion. A dedicated audio package was distributed to a UK radio network of 200 + channels respectively, resulting in over 2,160 pieces. Meanwhile, the World Sea Turtle Day content posted on Jumeirah’s social channels saw a 21.8% average engagement rate including video views and 35,500 impressions. In addition, Dubai Media Office posted two videos, which received 5,092 likes and 14 comments while Sheikh Fahim’s two posts saw 3,248 likes and 20 comments. Jumeirah Group’s conservation work is now top of local and international media’s sustainability agenda with its spokespeople regularly approached for commentary around marine conservation. In the weeks immediately following the event, the Group was asked for comments by the likes of CNN, Sky News and Expo TV. The event has also paved the way for additional activations and community outreach programmes, so watch this space...

Please tell us how the brand purpose inspired the work

Jumeirah at Saadiyat Island Resort has seen a surge in involvement in its beach cleanup programmes and a number of local residents have helped rescue stranded turtles, handing them over to our experts or the relevant authorities. The hotel has also received interest from local schools and colleges to conduct field trips to its facilities and beach in order to learn more about the project. Sheikh Fahim Al Qasimi has also pledged to support the DTRP further as our Ambassador. In this role, he will actively contribute to the programme’s ongoing role in the implementation of the National Plan of Action for the Conservation of Marine Turtles in the UAE. He will be part of the Rescue and Rehabilitation working group run by the Ministry of Climate Change and Environment that includes the Environment Agency Abu Dhabi, Emirates Nature- WWF, Sharjah Environmental Protection Office and EPAA, amongst others.