PRWeek Global Awards Winners 2020 - Best Campaign: Middle East

The winner in this category is the campaign centred on the inaugural Visit of Pope Francis to the UAE, for the UAE Ministry of Tolerance, by markettiers.

PRWeek Global Awards Winners 2020 - Best Campaign: Middle East

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.

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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.

Judge's comment: "Massive results and dimension of the case speak for themselves"

Highly commended

'MASTERS OF TODAY: SHOWCASING THE RELEVANCE OF REMBRANDT IN 2019: From the Dutch Golden Age to the #selfie' for Louvre Abu Dhabi by Louvre Abu Dhabi

Louvre Abu Dhabi wanted to increase attendance, particularly among those who don't normally visit museums and international visitors. The campaign for the exhibitions focused on the fact the Dutch pioneered self-portraits - which today we call selfies. Actions included telling key stories through social media with ‘behind the scenes’ access to press. After a huge amount of coverage, the exhibition received the most visitors of any show at the museum to date.


  • '#ICarryHerName' for Galler Chocolatier Beirut by GREY DOHA
  • 'Laying a Foundation of True Tolerance: The Human Fraternity Meeting and the ?rst Papal visit to the Arabian Peninsula' for APCO Worldwide by APCO Worldwide
  • 'Oil & Gas 4.0 – Positioning ADNOC Globally as the National Oil Company of the Future' for The Abu Dhabi National Oil Company (ADNOC) by The Abu Dhabi National Oil Company (ADNOC)
  • 'X Marks the Spot' for Dubai International by Four Communications

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