Maximising English and Arabic top tier coverage for IMG Worlds of Adventure.
Challenge:
markettiers were tasked with maximising coverage for IMG Worlds of Adventure for an activation it was doing as part of Dubai Sumer Surprises carnival. The activation would see characters from IMG Worlds of Adventure – 3 x velociraptors from the Lost Valley – go to Dubai International to giveaway free tickets to unsuspecting passengers from the first Emirates flight that landed that day. Our role was to deliver a creative to ensure cut through with regional media.
Solution:
markettiers recommend that we film the characters in a series of comical sketches, which ranged from the dinosaurs struggling to fit into a lift, to them tripping over luggage, following passengers, chomping on newspapers and waiting in the meet and greet area for a ‘Mr V. Raptor’. The team also handled all logistics involved in securing permissions for filming at an airport, with the team developing creative treatment and recce’ing the Arrivals area first to get a sense of the scenes that could be filmed. As part of the teams audit with media, an opportunity was secured with Reuters – which was subsequently filmed immediately afterwards with the CEO of IMG worlds of Adventure and Dubai Tourism.
Results:
The content was edited overnight post the activation into a 60 second piece (with versions for English and Arabic media), with coverage secured on over 100 sites including Timeout Dubai, Khaleej Times, Gulf News, Dubai 92, Business Insider, Masala Magazine, Al Khaleej, Emarat Al Youm, Arabian Business Arabic. Gulf News’ views are already up to 180,000! Positive sentiment was also recorded across social channels with over 900 people sharing the content, with over 1000 likes and comments about the campaign.