Campaign details
Agency: MRMClient: The NationalCampaign Name: The National: The Middle East Explained
The Western press often neglects positive Middle Eastern stories, meaning we're not getting the full picture about the region. This fuels racism and insecurity.
The National, a leading Middle Eastern news source, wanted to relaunch in the UK and US to create a clear, unbiased view of the region.
Strategy
To quantify the scale of the problem the media outlet created a 'Ratio Engine' using base keyword analysis data sourced from a global listening platform over a rolling 30-day period.
The...