The first ever Papal visit to the UAE was a momentous event in the history of the country, and markettiers (working alongside APCO Worldwide) was charged with helping change perception of the UAE via the creation of broadcast content to engage audiences worldwide.
The communication focused on three key messages: unity, peace and tolerance.
Assets produced included a 'welcome video', played on iPads to the Pope and the Grand Imam when they arrived in Abu Dhabi, featuring people of different faiths and nationalities welcoming them in different languages.
Key moments of the visit were streamed live on YouTube and Facebook to 1.1m people, and 'b-roll' footage capturing key moments and telling human interest stories was sold to global TV media.
Fifteen video news releases were delivered in five different languages during the three day visit, and 50 different videos were created, with content ranging from ‘Different houses of worship’, ‘Al Azhar Institute’ and instructional videos about ‘How to get to the Mass’. Vox pop videos showing people being happy about the visit were also put together.
More than 2,439 items of broadcast coverage were aired across the world’s major TV news, radio news and websites, and 16,242 articles were produced. The coverage spanned 147 countries in 38 languages, with 100 per cent of it positive.
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