Brand Campaign 2019-2020
We relaunched The National through a strategic brand reminder campaign designed to re-establish its position in the minds of consumers as a trusted local news outlet with a distinctly international perspective.
The campaign refreshed the brand’s relevance across today’s fragmented media landscape, reminding audiences that The National is news made for the region, with a global point of view and available wherever they choose to consume it.
Beyond building brand awareness, the campaign was created to support the commercial team, counter reduced product visibility, and drive digital traffic, turning renewed brand attention into meaningful audience engagement.
Dubai Metro Special Execution, UGC
The campaign was also adapted to speak to a global audience, taking the brand beyond its home market through targeted NYC taxi-top advertising during the UN General Assembly (UNGA) Summit. By placing The National at the heart of one of the world’s most internationally focused moments, we brought its local voice and global perspective directly to a highly influential, international audience.
Living in the UAE Campaign 2022-2023
We launched a campaign for The National promoting its "Living in the UAE" section, positioning it as the definitive resource for anyone navigating a major life transition in the country; whether they're arriving, settling in, or leaving.
By speaking directly to each audience's specific stage and needs rather than a one-size-fits-all message, the campaign positioned "Living in the UAE" not as another news section, but as a genuinely useful companion for one of life's most stressful transitions.
15 Years Campaign 2023
An anniversary brand campaign celebrating 15 years of The National, built around the concept of "To the Power 15" using the mathematical power symbol as a visual and verbal device to express the exponential impact of the brand's journalism over the past decade and a half.
The "Power 15" concept: fifteen years of stories, new thought, and milestones; not just counted, but multiplied in significance. It reframed the anniversary not as a look back, but as a renewal of commitment: amplifying the stories that matter from the Middle East to the world, to the power fifteen.
