With various measures imposed to curtail the COVID-19 outbreak, Jumeirah Group needed to find a way in which to stay engaged with guests at a time where movement was restricted and residents were advised to stay home. Asda’a BCW and Jumeirah recognised that timely and sensitive communications that demonstrated the brand’s values, relevance and purpose would be key and that there was an opportunity to bring the Jumeirah experience to people at home at a time when they needed it the most.
Together with the in-house communications team, ASDA’A BCW developed a campaign to bring Jumeirah’s luxury hospitality experience to communities at home under five communications pillars - kids & family, wellness, guest inspiration, culinary and design – aligning with the brand’s values and supporting people during these challenging times. Under the platform #StayHomeWithJumeirah, in-house experts created written and visual content showcasing everything from fine dining recipes to create at home, to at-home yoga flows, DIY spa treatments and kids club-style entertainment. Exclusives were secured with media and in parallel, influencers were enlisted to support the campaign in addition to sharing their #throwbackwithJumeirah memories.
The campaign went live in the first week of April and has already generated 177 pieces of media coverage with a PR value of $1.6M with no investment other than time. Through targeted engagement with 12 high profile influencers, we have reached over 2m followers and more content collaborations are planned to bring the initiative further to life across influencer channels.