9 December 2016
RSA’s ‘In Search for the UAE’s Unluckiest Traveler’ PR campaign won 3 awards at the recently concluded MEPRA Awards (The Middle Eastern Public Relations Association). The campaign won Gold for the Financial Communications category, Silver for Best Integrated Campaign and was awarded overall Best Campaign of the Year 2016. This is a fantastic achievement for RSA and all those involved!
This summer, RSA executed a PR campaign ‘In Search for the UAE’s Unluckiest Traveler’ upon discovery that 50% of UAE residents have never purchased travel insurance whilst 80% admit to having been through a travel-related incident. Residents of the UAE were invited to share the most unfortunate experiences they encountered whilst travelling abroad. The trip of a lifetime worth AED 30,000 was promised to the lucky winner who submitted the best story.
In Search for the UAE’s Unluckiest Traveler had an incredible response and the campaign was more successful than anticipated with over 400 entries and 7000 visits to the application and gallery.
RSA, in partnership with Edelman DABO ran the campaign for one month, which saw entrants sharing their stories via RSA’s Facebook page. RSA partnered with Ahlan!, Dubai 92 radio station and influential travel bloggers such as Michelle Karam ‘Travel Junkie Diary’ which aided the campaign to achieve significant direct engagement with the public. The efforts were effectively wrapped up with a live Facebook video in September surprising the competition winner, James Gaubert. James’ prize helped to plan the perfect, luxurious honeymoon to Bali with his wife following their wedding in October.
The campaign reached 450,000 people in the UAE and successfully increased Facebook post reach by 150% and page likes by 166%. But what is more valuable is the change in sentiment that was demonstrated – as 21% of entrants recognised their need for travel insurance whilst many disclosed their plans to purchase travel insurance for their next trip.
Thank you once again for all those who participated in the competition. RSA looks forward to introducing many more of these engaging and successful campaigns in the near future.