The City Beyond Education

Memac Ogilvy and Qatar Foundation

Through The City Beyond Education campaign, Memac Ogilvy’s client, Qatar Foundation, were able to reposition Education City (EC) as a dynamic and inclusive destination.<br /><br />Known primarily for housing schools and universities – with a name that hints this is all – we were tasked with showcasing the City’s expansive offerings outside of educational establishments. <br /><br />What started with many citing EC as “unrelatable” and “inaccessible” evolved into a thriving hub for the community – increasing real-time footfall by a whopping 30%, around 70K weekly, and EC Tram footfall specifically almost doubling from the year previously. <br /><br />This was achieved through an awareness and repositioning campaign, curating a campaign film utilizing social media influencers, media buy strategy, social media promotion, media partnerships and traditional media efforts, internal communications, and much more. <br /><br />The campaign has not only increased visitation but also fostered a sense of belonging and pride among residents and visitors alike.