Our objective was to be culturally attuned, connect with local GCC audiences, and send a clear message Hilton understands and appreciates local context. Our marketing objective was to drive awareness to our Middle Eastern Hilton properties by targeting UAE, KSA, Qatar, Egypt and Morocco target audiences via YouTube and META channels. Content was produced in both English and Arabic, and the campaign went live between the 6th March – 9th April 2024 with a projected reach of 17M and 58M impressions.

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We achieved this through working with a local Saudi influencer family, The Badr Family, who have a combined social media reach of 10M+ followers. The influencers proved to be a strong channel to connect with local GCC audiences, particularly families, which in turn ignited their ability to showcase reasons to book a Hilton stay in an authentic way. The exclusive partnership would involved them staying at key destinations (Dubai & Ras Al Khaimah) and sharing the wonderful reasons to stay through their social platforms. Over and above that, we amplified their content through a robust media plan on META  to double our efforts to meet our goals and objectives.

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As we evolved our creative messaging throughout the month of Ramadan, our key principle was to always connect the Ramadan pillars (family, community, spiritual reflection, self-care & gifting) with ‘The Stay’ at MEA hotels.

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As a result, the campaign journey was split into two creative phases to ensure that we emphasized the key elements of the holy month at the appropriate location and times. Phase 1 focused on self-care and spiritual connection pre-Ramadan and early Ramadan. Whilst phase 2 focused on sharing and celebration during mid-Ramadan and Eid al-Fitr.