When Celebrities decided to ‘Think Strawberries’ and ‘Say Sharjah’

The emirate of Sharjah is well-known for its rich, cultural heritage – an identity that has been recognized a number of times as shown by the winning of the Cultural Capital of the Arab World 1998 and Islamic Culture Capital 2014 awards. It is a vibrant city with an exciting food and arts scene, a heritage area that is the largest restoration project in the region along with various commercial centres and over 22 museums. However, the Indian traveler hasn’t been made aware of Sharjah’s diverse experiences and offerings.

Due to the limited awareness and imagery in both B2B and Consumer markets in India, our aim was to:

  1. Mobilize the market for Sharjah Tourism (SCTDA) through synergizing initiatives that will generate demand.
  2. Promote tourism to Sharjah as a “Long Weekend Getaway” Internationally and position it as the “Most Affordable International Holiday”.

We started with basic hygiene outreach on Think Strawberries social media channels – Facebook and Instagram; as this ensured Sharjah’s direct outreach to the TS B2B network of Trade and Media.

All content that was published was skewed and aligned to the targeted promotion pillars:

Thrill Seeker
Rich Culture & Heritage
Ideal Family Destination
Great Shopping Zone
Gastronomical Experience

which are all part of the core destination proposition to the India market. These elements also bind the travelers’ interest and activities, while experiencing a “weekend getaway”.

In the rapidly digitally transforming media environment, influencers and celebrities have a significant role in impacting purchase behavior, capability to build interest for Sharjah and organically grow engagements, comments and positive sentiments. Thus, alongwith general tourism promotion content, at regular intervals Influencer and Celebrity collaborations were also conducted to spur our positioning of Sharjah as a “weekend getaway” destination.

Each Celebrity Trip consisted of India’s 5 leading TV stars, celebrities with huge universal fan following, daily reach into millions of homes visit a destination and create a travelogue. This helped position Sharjah in a relevant Indian context with strong endorsements; and special emphasis on how culturally open, women friendly the destination is.

Lido de Paris connects with Indian Travellers via HolidayIQ

Today, in our Digital-Social world, the inspiration to travel comes from the other travelers who are exploring new and unique destinations. Laddering up on this trend… Indian travelers too seek inspiration from other Indian travelers who have visited Paris and their experiences. Trust, credibility has shifted 1-to-1 and Indians especially with a young population are very much part of this global trend and behavior.

The opportunity was clear – for Lido to build itself – on India’s first and largest Community of Travelers HolidayIQ.

The HolidayIQ Community has a huge traffic and 8 million registered users with very high engagement. The metrics: 12 million Monthly visitors, 15 million reach through their Owned Social Media assets, Generate 73 million impressions through the entire eco-system including partner assets.

To increase awareness and drive lead generation the promotion included social media posts, banners and mailers; directing targeted visitors to a special offer on the Lido website.

Profiling Jordan By Positioning It’s Cuisine

It is a traveler’s paradise of warm and welcoming people, nature, history, and for foodies an eclectic spread of delectable cuisines at the confluence of traditional Islamic and Mediterranean. In India, with growing affluence fueling a strong surge in outbound travel – the challenge was to take a rightful share of this pie – by developing a strong imagery for Jordan, locally, and with high profile opinion leader segments. This would in turn dial-up aspiration for the destination.

Our Objective was to showcase the richness and mystique of Jordan and position it as a fascinating destination through a high profile Food & Photo Exhibition touching a large number of select audience of ‘movers & shakers’, media and key travel partners.

Think Strawberries built a no-cost alliance with Zerzura Delhi’s top, very premium Middle-Eastern restaurant. Together, a showcase menu was developed for a month long ‘Food Festival’.

There was no cost agreement for the F & B or use of premises of Zerzura. A grand launch event was planned with HE Ambassador of Jordan, former Indian Ambassador to Jordan. Other diplomats, influential persons, socialites were also brought together. Award winning photos presenting a panorama of Jordan were exhibited around the festival. A spa with Dead Sea mud & salt packets as treatments and giveaways, was also set-up to enhance the experience. A belly dancer live performances was included to add to the feel, culture and ambience.

The prominence of this exclusive ‘social event’ kicked off the momentum for month long success. Media coverage was also heavily driven across all genres. An a plus point to add to the glam and excitement of this event, Petra was brought to Delhi – a dramatic wooden façade created in-house by Think Strawberries for the entrance to the Festival. All Themed invitations, EDM’s, Props, Media Wall and Digital Banners were designed aligning a synergy.

Profiling Jordan By Positioning It’s Cuisine

It is a traveler’s paradise of warm and welcoming people, nature, history, and for foodies an eclectic spread of delectable cuisines at the confluence of traditional Islamic and Mediterranean. In India, with growing affluence fueling a strong surge in outbound travel – the challenge was to take a rightful share of this pie – by developing a strong imagery for Jordan, locally, and with high profile opinion leader segments. This would in turn dial-up aspiration for the destination.

Our Objective was to showcase the richness and mystique of Jordan and position it as a fascinating destination through a high profile Food & Photo Exhibition touching a large number of select audience of ‘movers & shakers’, media and key travel partners.

Think Strawberries built a no-cost alliance with Zerzura Delhi’s top, very premium Middle-Eastern restaurant. Together, a showcase menu was developed for a month long ‘Food Festival’.

There was no cost agreement for the F & B or use of premises of Zerzura. A grand launch event was planned with HE Ambassador of Jordan, former Indian Ambassador to Jordan. Other diplomats, influential persons, socialites were also brought together. Award winning photos presenting a panorama of Jordan were exhibited around the festival. A spa with Dead Sea mud & salt packets as treatments and giveaways, was also set-up to enhance the experience. A belly dancer live performances was included to add to the feel, culture and ambience.

The prominence of this exclusive ‘social event’ kicked off the momentum for month long success. Media coverage was also heavily driven across all genres. An a plus point to add to the glam and excitement of this event, Petra was brought to Delhi – a dramatic wooden façade created in-house by Think Strawberries for the entrance to the Festival. All Themed invitations, EDM’s, Props, Media Wall and Digital Banners were designed aligning a synergy.