Sharjah: Raising Cultural Awareness Through Influencer Marketing
The Brief
LOTUS was tasked with increasing awareness of the emirate of Sharjah amongst a UK audience, positioning the emirate as a leading tourist destination for arts, culture and heritage in the UAE.
Our Approach
We hosted five UK travel and lifestyle content creators for a week-long trip to Sharjah, creating content around the emirate’s key pillars of culture and heritage. Securing a curated group of leading influencers, including modest lifestyle icon Sebinaah and Dominike Trzaska, aka The Blonde Flamingo, the influencers were selected due to their ability to reach a new demographic of Millennials lacking awareness in Sharjah. Showing the new cultural offering, including the Sharjah Art Museum and the Sharjah Museum of Islamic Civilization, the content focused on Sharjah’s rich cultural product as a point of differentiation from the other emirates. To showcase the ease of transfer from Dubai to Sharjah, we also secured one attendee from popular OTA Holiday Pirates to form a campaign that promoted this ease of access.
