Back home to the seas

ASDA'A BCW with Checkout.com

With consumer insights at its heart, the World Sea Turtle activation was an emotive and content-led campaign from ASDA’A BCW and Jumeirah Group that shone a light on the Group’s marine turtle conservation efforts, connected with audiences and ignited support amongst the community. The team curated a suite of written and visual. Initiated in the UAE, all assets were rolled out post event internationally, including TV, radio and online outlets, and supported by comprehensive press communications and spokespeople interviews. High profile members of the community also lent their support. The campaign generated more than 2,284 local and international media hits including coverage by Reuters, EuroNews, Yahoo!, MSN and Dubai TV, totaling an AVE of $2.2million and a reach of 2.64billion. Meanwhile, the World Sea Turtle Day content posted on Jumeirah’s social channels saw an 21.8% average engagement rate including video views and 35.5k impressions.