The Dubai hotel business is saturated with luxury 5 star establishments all offering exquisite cuisine and amazing R&R services in some of the most iconic surroundings/premises in the world.
With a yearly average occupancy of over 90% the Radisson Royal Hotel didn’t have a problem attracting business travellers and tourists to stay, but it did have a problem getting its facilities noticed by the local population who rarely ventured inside the hotel’s towering facade.
Working with the hotel’s social media agency we were tasked to produce some entertaining content for their Facebook page. We persuaded them to avoid the stale, glossy and superfluous tone that often plagues the category and with a tiny budget of around 120,000 AED (Approx. £20k) we scripted, directed and produced a lo-fi series of 6 satirical news reports called Luxury Liberated News. These were used in conjunction with a watch & win competition mechanic to drive awareness of the hotel facilities on the Radisson Royal Hotel Facebook page.