The National: The Ghaf Tree

Adrian Mutescu, Tanya Kassab, Anna Sadykova

The National, a news publication, launched a campaign in the UAE to generate buzz about sustainability, drive engagement on social media to strengthen affinity and drive traffic to The National's website.

Campaign details

Brand: The National Brand owner: International Media Investments Entrant company: Havas Middle EastIdea creation: Havas Middle East Dubai Market: United Arab Emirates Sector: Newspapers Media channels: Word of mouth, Influencers, KOLs, Public relations Budget: Up to 500k

Executive summary

To celebrate the UAE’s 50th National Day, The National, the leading English news publication, took a different stance to inspire the prosperous future of the nation.

Addressing the environmental issue, the biggest threat to the nation, we encouraged our readers to plant the...

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