2020/2021 Winners & Shortlists

Why is this work relevant for PR?

The COVID-19 pandemic has had a profound impact on the world, with the tourism and hospitality industry one of the worst affected sectors. Jumeirah Group, in partnership with us , responded with a new campaign that utilized brand expertise to support communities at home, and evolved in line with changing restrictions and consumer sentiment. Organically working with influencers and capitalising on relationships built over the last few years was fundamental to the success of the campaign as we focused on creating and sharing content to keep Jumeirah front of mind.

Background

Lockdowns, international travel restrictions and social distancing measures completely changed the outlook for hospitality businesses in 2020. The need to pivot in response to these unprecedented times has never been more important. Jumeirah Group, in partnership with us, responded with a new campaign. The initial idea was born from the changing social landscape and consumer reactions: influencers were starting to pivot towards ‘staying-in’-orientated content, and parents across social networks were citing the struggle to keep the kids entertained and have any ‘me time’. As the campaign evolved, understanding influencer sentiment was essential to ensure we engaged with them in a way that was appropriate to their personal sentiment and that of their communities.

Describe the creative idea (20% of vote)

Capitalising quickly on the changing landscape was important to maintain proactive momentum. Our company and Jumeirah responded with the launch of the #StayHomeWithJumeirah, a campaign developed in just two weeks, which brought to life five brand pillars – Wellness, Cuisine, Design, Kids Activities, and Future Travel Inspiration – in the virtual world for the very first time. Our company and Jumeirah curated comprehensive written and visual content and collaborated with high profile influencers to help bring the campaign to life. The assets were rolled out in the UAE then across Jumeirah’s international network for brand consistency. Jumeirah’s Michelin Star Chefs helped influencers create restaurant-quality experiences at home while Jumeirah’s KiDS club team shared activities to keep their children occupied whilst schools were out.

Describe the PR strategy (30% of vote)

The #StayHomeWithJumeirah campaign evolved to #StaySafeWithJumeirah and, in addition to continuing with ‘at home’ content for those not ready to venture out, involved communicating the re-commencement of operations at hotels and restaurants as well as the introduction of the measures Jumeirah took across their hotels to ensure guests and staff wellbeing. Ahead of Eid-Al-Fitr in July/August, we evolved the campaign again to attract the domestic market to safely staycation with Jumeirah. #LivetheMoment #Jumeirah launched across earned and owned channels ahead of Eid Al-Fitr to help audiences make up for missed moments and experiences with Jumeirah. Starting with an emotive brand film, led by the insight that now was time to truly appreciate each moment and create memories with family and friends, #LivetheMoment #Jumeirah continues to this day.

Describe the PR execution (20% of vote)

Influencer led activations – unpaid - were activated to support signature dining. We celebrated the opening of French Riviera by inviting over 20 influencers to try out the restaurant first-hand. Marking the launch of SAL, the new pop-up restaurant and beach experience at Burj Al Arab on September 24, more than 15 influencers (to date) were provided a day/ night pass to enjoy with their friends. The campaign was amplified through celebrating key dates such as: Emirati Women’s Day on August 28: To showcase the experience to the local audience we hosted five female Emirati influencers at Jumeirah Group properties. KSA National Day on September 23rd: As travel to and from the Kingdom remained restricted to stay connected to the minds of Saudis, we invited Laila Mourad, a popular KSA influencer based in the UAE at Jumeirah Beach Hotel’s Bab Al Bahr villas to document her experience.

List the results (30% of vote)

The campaign wasn’t planned at the start of 2020, but emerged from the challenges of COVID-19 with a truly integrated response. It has been extremely successful in keeping the brand front of mind through difficult times. Influencers played a major ongoing role in showcasing brand experiences and keeping the conversation going with rich content and calls to action to encourage guests to return when the time was right. Results: • 254 influencer stays and dining experiences • 1,907 Instagram Stories, 234 posts • Swipe up links generated 40,687 clicks resulting in $28,500 in revenue • Unpaid video content creation from leading influencers, which were used for Jumeirah’s social channels resulting in 2.3 million views from July to date • Total reach of 1,518,380,634 and $6.2m EAV • 5.02% average engagement rate on Jumeirah’s social channels and 21.5 million impressions • Jumeirah’s flagship property Jumeirah Al Naseem witnessed several spikes in engagement across its social channels that coincided with influencer activity and stays between March and August 2020 A full staycation review programme is in progress with both macro and micro influencers based in the UAE with regional and international following to continue attracting the domestic audience.