The UAE Government Media Office: Martian Stamp

Jessica Handley, Jennifer Fischer

UAE's Government Media Office found a creative way to tap in to people's fascination with space, capture media attention and grow share of voice globally.

Campaign details

Brand: The UAE Government Media OfficeBrand owner: Government of United Arab EmiratesAgency: TBWA\RAADMarket: United Arab EmiratesSector: Destinations and locations Media channels: Other & ambient media, Public relations Budget: Up to 500k

Executive summary

In 2021, the Emirates made history by becoming the first Arab country to successfully enter Mars's orbit with the Hope Probe. Through this achievement, there was an important message of ambition, openness and optimism to send to the world from the UAE. However, the news risked being drowned out by space giants...

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