A campaign of national pride

Author: Matt Slater

UAE National Day is a major event for the whole country – and this year Seven is very proud to have been tasked with being at the centre of a unique PR and social media campaign.

In previous years the countdown to national day focussed on the official event which would be attended by thousands of people of all nationalities from across the emirates.

But on December 2 the event is going virtual – with a live being shown on everything from local TV to social media and digital platforms.

So how do you get everyone excited and engaged about a celebration which has for the previous 48 editions had people coming together as a key call to action?

On PR the challenge has been to use as many communication channels as possible to execute simple but exciting content that hypes the event, but doesn’t give everything away.

We have teased elements of the show in the lead-up and also promised surprises on the night – meaning that there will still be a sense of anticipation come UAE National Day.

Video has also played a major role across PR and social media with the use of archive footage and new interviews forming the backbone of a campaign that has been truly innovative.

And as Khalfan Al Mazrouei, a member of the organising committee of the Official 49th UAE National Day Celebration, recognised, the global pandemic had to be addressed clearly.

He said: “The COVID-19 pandemic required us to approach the official 49th UAE National Day celebrations in a new and ambitious way – one that uses digital visual technology to inspire an audience watching from home.
“The overarching theme of the live show is one of hope and optimism. Embracing the country’s rich legacy and traditions, it looks ahead to a vivid future in which we remain true to our values.

“The narrative of the show artistically revolves around the growth and transformation of a seed into a shoot and then finally into full bloom, mirroring the journey the UAE has taken in the last 49 years.