Social Media Campaign

CAMPAIGN ideation, STRATEGY and copy for travel republic

The Brief

Create a social media campaign aimed at challenging limited perceptions of Dubai as a destination exclusively for the rich and famous, introducing it to a wider target audience in the UK, increasing engagement, and driving Dubai holiday bookings through Travel Republic.

The Campaign

The catalyst for this campaign was truly understanding the people we were targeting – both the way that they engage with content and communicate their own identities online. The target demographic was young, aspirational, active social media users; ‘beach-loving couples’ and frequent flyers who prioritize holidays and new experiences, and are likely to post about them on their socials; who aren’t necessarily wealthy, but are nonetheless drawn to the finer things in life. 

I decided that the best way to reach this group would be through a user-generated content campaign with a competition mechanic. The campaign would be centered around the slogan ‘touchdown, glow up’ – a nod to the instant ‘glow up’ effect of touching down somewhere like Dubai, designed to appeal to the aspirational jetsetters we were targeting. The competition’s prize was an all-expenses paid holiday for two in Dubai. In order to enter, users had to snap a selfie, post it to their Instagram story using Travel Republic’s specially created Dubai glow-up filter, then tag Travel Republic’s instagram page along with the hashtag #TouchDownGlowUp. To promote this competition, I wrote a series of social posts to roll out across Instagram and Facebook over the course of 4 weeks, and accompanying promotional scripts for Travel Republic’s partner influencer Kojo Anim. 

The competition was a success, generating strong engagement across Travel Republic’s socials and an uptick in followers, as well as increased traffic to Dubai booking pages on their website.