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The Public Relations and Communications Association Middle East and North Africa (PRCA MENA) recently revealed the finalists of its Digital Awards. Heriot-Watt University Dubai’s New Campus Launch campaign has been nominated in the Best Social Media Campaign category amidst ten other powerful nominations from the government and corporate sectors. This is the first time the Dubai campus has applied for a PRCA award.
Launched in 2016, PRCA MENA is part of the global PRCA based in London, which holds over 50 years of legacy in raising the standards of PR and communications through industry partnerships and strong networks. The PRCA MENA Awards celebrates the highest quality and standards of PR and communications campaigns, teams, and individuals across the Middle East and North Africa. The entries go through a rigorous process of being in the finals where seasoned professionals from the communications field in corporate and PR organisations judge based on criteria such as strategy and research, execution, and originality.
The New Campus Launch entry submitted by Heriot-Watt University Dubai highlights the university’s opening of the brand-new futuristic campus earlier this year. A month-long holistic social media campaign was developed to announce the launch, showcasing the true essence of the elevated learning experience, new technologies, and state-of-the-art facility that the campus offers. The branding and conceptualisation of the campaign were brainstormed and crafted by skillfully integrating three key elements of the brand - global positioning, bicentennial celebrations, and pioneering education. Furthermore, the campaign was a journey through Heriot-Watt’s history and heritage from its origin in 1821, bringing together quality education, world-leading research, and the continuing legacy of the pioneering university. The entry successfully fulfilled key requirements by demonstrating quality results and strategic rationale to support campaigns and activities undertaken during campaign execution.
Other finalists in the category include campaigns such as Arabs to Mars by the UAE Government Media Office, Our Environment Our Responsibility by Environment Agency Abu Dhabi, Abu Dhabi Future Energy Company by MASDAR. In addition, there are nine other categories across team, campaign, and individual nominations that will also be awarded. The ceremony will be held on December 8th, 2021.