the challenge:

While borders were closed due to the coronavirus pandemic, it was necessary to keep Dubai front of mind and promote the city as a first-choice travel destination once flights resumed and demand surged.  

our approach

Action Russia developed a large-scale social media contest with well-known celebrities who supported Dubai and reminded their audience of everything it has to offer as a travel destination.

Twelve influencers representing different target audiences with 1M+ followers on Instagram and 5 “supporting” influencers with a smaller audience acting as first “contest participants” for more engaged activation. The list included Ekaterina Varnava, Ida Galich, Marina Fedunkiv, Stanislav Yarushin, Elena Letuchaya to name a few.

Selected influencers created original videos for IG and TikTok in a fun and entertaining format saying goodbye to 2020 and welcoming new year plans, mentioning Dubai as a must-see destination.

Each influencer invited followers to share their great expectations for 2021 and create photo/video posts with dedicated hashtags, to win a chance to travel to Dubai in 2021.

Twelve winners in total enjoyed a dream trip to Dubai in 2021.