PUBLICIS CONSEIL, Paris / NATIONAL TUNISIAN TOURIST OFFICE / 2016
The idea was to use the North African Arabic hand gesture of the hand over the heart, symbol for generosity and good will, to show that Tunisia’s heart beat for peace and freedom and that the people of Tunisia wanted to keep democracy alive. We created an inspirational film about hope and connection for Tunisian people and the world. We then asked people to share either the peace dove/open hand logo or a portrait of themselves with their hand over their heart in support of Tunisian democracy and ideals. The Jasmin revolution was spread and maintained on social media. We used the same methods. Leveraging social media on Facebook, Instagram, and Twitter, we also created a social wall and encouraged comments and conversation in the spirit of democracy and debate. For one day to celebrate the Nobel Peace Prize for Tunisia we re-ignited the flames of freedom on-line.
With a budget to cover one day we had to be efficient. The day before the live of the Nobel Prize ceremony we seeded with influencers in the diaspora and key people close to Tunisia our Hope video and the UGC tool kit. Our Instagramers and the Tunisian people on Facebook started the ball rolling. The day of the Nobel we made a deal with the organization to use Youtube to carry our message all day long on the masthead. This was done in 21 countries, during that day; across Europe especially targeting countries were the image of Tunisia needed help. We then relayed the message using sponsored tweets spreading the word on Twitter.
Globally over the day of the 10th we had a global reach of 213 million In PR or around 830 000 people per country in Europe and 8,3 million people saw our video.
Because of the campaign, thousands of people sent messages on social networks declaring their intention to come in Tunisia for their next summer vacation in 2016. This is a demonstrative commitment of a behavior change regarding this destination.
Also, we are seeing at this time an increase of 15 to 20% in bookings for this summer vs last year (according to the hoteliers).
Last but not least, the Club Med and Marmara have decided to re-open their holiday clubs.