Lebanese Ministry of Tourism: The Impossible Love Story

Mohammad El Tayech, Rafael Lavor, Jennifer Fischer

The Lebanese Ministry of Tourism, a government ministry, launched a campaign in Lebanon to attract at least 500,000 tourists, increase search and interest on tourism, and increase website traffic.

Campaign details

Brand: Lebanese Ministry of Tourism Brand owner: Lebanese Ministry of Tourism Entrant company: TBWA\RAADIdea creation: TBWA/RAAD Dubai Market: Lebanon Sector: Destinations and locations Media channels: Social media, Word of mouth, Influencers, KOLs, Online video, Websites & micrositesBudget: Up to 500k

Executive summary

There have been many love stories since the beginning of time; this is the story of how Lebanese expats regained their love for their country.

Lebanon, once known as the “Switzerland of the Middle East”, had spiralled into political instability...

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