The UAE Government Media Office: Martian Ink

Government entity, the UAE Government Media Office, achieved mainstream media coverage of the Hope Probe space mission by launching its Martian Ink campaign to reach a global audience.

Campaign details

Brand: Government of Dubai Media OfficeBrand owner: Government of DubaiEntrant company: TBWA\RAAD, DubaiMarket: United Arab EmiratesSector: Government, social policyMedia channels: Public relationsBudget: No budget

Executive summary

In 2021, the UAE 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 Emirates. However, the news risked being drowned out by space giants from the USA and China, who also...

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