STORY

Dubai Holding approached us with a brief to promote an event that’s been on hiatus for some time - a swimming event during which professional swimmers and member of public have a rare chance to swim around the iconic Burj Al Arab.

CHALLENGE

How do you resurrect a brand that’s been on hiatus? How do you build excitement and hype around an obscure sporting event? How do you go viral?

GOALS & TASKS

• Create a catchy concept to popularize the event and attract wide public
• Drive registrations to ensure full capacity attendance
• Support the campaign with ongoing social media content throughout all phases from pre-registration all the way to the coverage and post-event