The National: The world has borders. Our stories don't.

UAE-based daily newspaper The National crafted a tactical campaign that aimed to change attitudes at the same time as changing its URL.

Campaign details

Brand: The NationalBrand owner: The NationalAgency: FP7 McCann DubaiMarket: United Arab EmiratesIndustries: NewspapersMedia channels: Programmatic display, Search marketing, Social media

Executive summary

It's not easy getting accurate news...