Action Global Communications https://actionprgroup.com Creating Meaningful Connections Fri, 23 Oct 2020 13:54:43 +0000 en-US hourly 1 https://wordpress.org/?v=5.4 https://actionprgroup.com/wp-content/uploads/2017/01/cropped-favicon-32x32.png Action Global Communications https://actionprgroup.com 32 32 Leading the way for safe hosting of sporting events: Abu Dhabi and the UFC present Return to Fight Island https://actionprgroup.com/leading-the-way-for-safe-hosting-of-sporting-events-abu-dhabi-and-the-ufc-present-return-to-fight-island/ https://actionprgroup.com/leading-the-way-for-safe-hosting-of-sporting-events-abu-dhabi-and-the-ufc-present-return-to-fight-island/#respond Fri, 23 Oct 2020 13:50:06 +0000 Dubai]]> https://actionprgroup.com/?p=28487 The UFC has returned to Abu Dhabi’s Yas Island for another Fight Island™ series from September 26 to October 24. Experienced in working with some of the biggest brands in sports, Action UAE has spearheaded the international PR for Return to Fight Island, and have been in position on-site for the event. The seven-week project […]

The post Leading the way for safe hosting of sporting events: Abu Dhabi and the UFC present Return to Fight Island appeared first on Action Global Communications.

]]>
The UFC has returned to Abu Dhabi’s Yas Island for another Fight Island™ series from September 26 to October 24. Experienced in working with some of the biggest brands in sports, Action UAE has spearheaded the international PR for Return to Fight Island, and have been in position on-site for the event. The seven-week project has featured UFC® 253, UFC® 254 and three Fight Nights hosted in the state-of-the-art UFC Fight Island™ Safe Zone. The epic series’ return to Yas Island underlines Abu Dhabi’s dedication to their impressive tourism revival strategy as they set the bar for the safe hosting of international sporting events with contestants coming to compete from every corner of the world. The five-event mega schedule has been held behind closed doors and marks the first time that two consecutive UFC numbered pay-per-view events have been held in the same city outside of Las Vegas – yet another historic first for Abu Dhabi.

The post Leading the way for safe hosting of sporting events: Abu Dhabi and the UFC present Return to Fight Island appeared first on Action Global Communications.

]]>
https://actionprgroup.com/leading-the-way-for-safe-hosting-of-sporting-events-abu-dhabi-and-the-ufc-present-return-to-fight-island/feed/ 0
Capturing the future traveller https://actionprgroup.com/capturing-the-future-traveller/ https://actionprgroup.com/capturing-the-future-traveller/#respond Thu, 22 Oct 2020 12:40:14 +0000 https://actionprgroup.com/?p=28514 Written by: Rafael Gabrilian, Client Service Director, Action Russia Despite the turbulent year for all of us, the travel industry has been hit undeniably hard. But what I love most about working within this industry is its unbelievable resilience. The travel industry is no stranger to crisis, but what makes this one unique is that […]

The post Capturing the future traveller appeared first on Action Global Communications.

]]>
Written by: Rafael Gabrilian, Client Service Director, Action Russia

Despite the turbulent year for all of us, the travel industry has been hit undeniably hard. But what I love most about working within this industry is its unbelievable resilience. The travel industry is no stranger to crisis, but what makes this one unique is that there is no economic model or playbook to tell us when we can all continue our lives as globe trotters. Despite this, I am not alone when I say that I LOVE to travel, and I will travel far and wide again. This is something the travel industry has not lost sight of; travellers will be back in force. Travelling will probably look different, at least for some time, but the moment will come for a rebound and what travel brands did during harsh lockdowns and are doing now will determine their position at the starting line.

Within the Action Russia Hub, we are lucky enough to work with some of the largest and most innovative brands in the travel world. Together, we have been adapting our marcomms strategies and thinking how we can find solutions for the short-term while still maintaining our focus on the long term. Here are some ways we have been pivoting and preparing for what is NEXT, which in many ways is still unknown.

5 key take-aways

1. stay front of mind

It will be clear which travel brands remained silent during and shortly after lockdowns, and which continued to invest and find creative ways to engage their audiences. Having a relationship based on silence and minimal contact will make it much harder to reignite that relationship once the time comes to kick-start business to full throttle again. It is imperative that brands are human and authentic during “stay home” or “stay in your country” phases, as this will be remembered by future travellers.

At Action Russia, we have been supporting our travel destination clients with campaigns centred around the idea of “stay home, travel later” with feel-good videos and inspirational slogans. For instance, one of our clients, The Dominican Republic Ministry of Tourism, received great engagement levels by sharing videos of bachata and merengue dances, tropical cocktail recipes, and even some home-based golfing classes on their global social media accounts. Action Russia then adapted these videos and images for Russian-speaking audiences and also shared them on the local channels during the lockdown, engaging with a wide audience of over 250K followers and reaching even more with promoted posts.

Another idea that we have implemented with The Dominican Republic Ministry of Tourism during lockdown, was a 2D game experience launched and promoted in partnership with a top lifestyle media group in Russia. The idea for this ‘edutainment’ project was to give our audience a chance to play the Super Mario-style game while learning about the gems of different travel regions in the Dominican Republic. The game was supported by two Russian influencers – a boy and a girl – who became the characters of the game and explored the Dominican Republic together with users.

2. acknowledge & embrace

With many of our clients, we have been creative in our approach of owning the reality of what is happening, while not letting it be a complete roadblock. Everyone acknowledges that we can’t take physical trips right now, but how can we flip that, so the traveller stays engaged? How can we still give people ‘an experience’?

An event planned for The Signapore Tourism Board, is a recent success story, as we hosted the first-ever Singapore Virtual Food Festival. Followers could almost taste the mouth-watering ingredients and recipes showcased virtually to Russian audiences nationwide via an integrated social media campaign. Telegram channels, influencer’s Instagram accounts and the Singapore Tourism Facebook page provided a tasty experience featuring secret ingredients in certain signature dishes, as well as cocktail mixing and live cooking streams and stories. The campaign also included the chance for viewers/ followers to win some exclusively themed hampers.

Russia was no exception in terms of the huge growth in traffic and interest in virtual self-improvement courses during lockdown, so we decided to capitalise on this. This is exemplified by recent work for our client, The Malta Tourism Board, as we showcased their product EFL (English as a Foreign Language) by developing a partnership with Russia’s leading online language learning service SkyEng. The idea was to capture the niche audience of people interested in learning English and inspire them to travel to Malta and have to gain a real-world experience of studying and practicing English. By promoting a dedicated landing page among the audience of SkyEng, we managed to raise the awareness of Malta’s EFL product and encourage future travellers to start planning their trips to the Maltese Islands. The co-promo campaign made it possible for one lucky participant to win a trip to Malta once the borders between the countries open again.

3. provide insights

As an agency, we decided to be proactive in sharing insights relative to Russia and CIS regarding COVID-19. We continue to do so via a micro-site. We provide weekly and bi-monthly updates on the situation in Russia and main CIS markets and in turn inform our travel brands about the Russian traveller. Our main goal is to provide easy to access information for our clients all in one place that is updated regularly, so as to keep our clients’ fingers on the pulse of the situation as they stay abreast on the real-time happenings impacting one of their most prominent audiences: The Russian Traveller.

4. look deeper at your competitive landscape

With your team, consider what your competitive landscape may look like in 2021-2022. It will

certainly be different to what you drafted in 2019. The long-term impact of COVID-19 is inevitable. Track and map shifts and changes within the landscape. Who will merge? Who will fold? Who is evolving and how? Where are the gaps? What new products does your brand need to compete? What signals are there that the travel business is picking up in certain markets and why? Consider dynamic segmentation of your messages as different customers/markets will evolve at different stages.

This way of thinking is especially relevant for destinations that don’t do mass tourism, but rather, concentrate on a certain niche and segment, like that the Monaco Government Tourist and Convention Authority, which Action Russia is representing for over 1 O years across the region. We knew from the start that our messaging should be targeted and precise. In 2019, Monaco launched a global ‘For You’ campaign with one core message, that every experience in Monaco is tailor-made and personalised. When the COVID-19 pandemic hit, the campaign’s messaging shifted to ‘Miss You’ with images and videos transporting travellers in lockdown to a desired perfect place, like riding a bike with your kid in Jardin Exotique or driinking a glass of champagne at the terrace of the Hotel Metropole Monte-Carlo. Also, virtual culinary master-classes from renowned chefs of the Principality and morning yoga sessions against the backdrop of landmark locations were shared in Monaco’s social media channels. These activities have been keeping travellers connected to Monaco.

Since harsh lockdowns have been lifted in Monaco, the campaign has gradually shifted to the ‘For More’ messaging, to highlight the safety and diversity of the destination with many

pre-planned routes and vacation options. In Russia, the campaign is going to be widely shared across different digital and offline media, on huge video screens in Moscow to adverts in glossy titles and advertising in premium business centers, with the aim of making the target audience feel the Monaco vibe again and travel safely once the flights resume.

5. wellness & health as a necessity and not a nicety

Considering how your brand can help safeguard the future traveller is also something to contemplate. All travellers will expect extremely high standards when it comes to their health and well­being. Before COVID-19, we saw an uptake in keyless hotel entry, digital check-in, mobile usage for passes to events and boarding passes etc. Now, there is a surge in no-touch technologies and mobile-first. What has your brand been doing and how often and well are you communicating this to your target audience? Maybe your brand’s solutions are not centred on technology but are more human-centric (e.g. different cancellation policies, easier customer service access, free PCR tests etc). Whatever it is, implementing certain tactics is great, but how are you building a genuine story around your brand’s COVID response? And how are they making a difference?

For Dubai Tourism, which Action Russia represents across the CIS region, the matter of safety and COVID response protocols was of utmost importance, as the destination was one of the first in the world to open to Russian and CIS travellers. Once the news about the open borders was out, and with the b2b sector being our client’s core target audience, we accelerated the flow of information to ensure that travel agents, tour operators, meeting planners and corporate clients were fully aware and up-to-date with all health and safety protocols. Aside from regular newsletters that were distributed throughout lockdown, we found other ways to share the messaging within Dubai Tourism’s Safety and Health toolkit. We facilitated webinars with key partners and stakeholders, and we hosted online expert round-tables and meetings, with the main goal of having every travel agent in the region updated and armed with all the necessary information about the safety and health guarantees for any Russian tourist travelling to Dubai.

Currently, the only constant for us all is change, that is not an easy mindset to adopt. But with each marcomms activity that we have been implementing for our clients at the Action Russia Hub we have seen a positive reaction, which in time, will lead to a positive return. It has also reignited our personal optimism as future travellers. I would encourage all travel brands to step back from the cycle of catastrophic thinking, and calmly forge an agile path forward. There are ways to confront the uncertainty through and beyond this crisis.

If you would like learn more about how to connect with the Russian traveller contact Rafael at rafael.g@actionprgroup.com.

The post Capturing the future traveller appeared first on Action Global Communications.

]]>
https://actionprgroup.com/capturing-the-future-traveller/feed/ 0
Designing a Youth Centred Influencer Campaign in Cyprus https://actionprgroup.com/designing-a-youth-centred-influencer-campaign-in-cyprus/ https://actionprgroup.com/designing-a-youth-centred-influencer-campaign-in-cyprus/#respond Wed, 21 Oct 2020 13:50:23 +0000 https://actionprgroup.com/?p=28485 KEAN, a Cyprus-based fruit and soft drinks manufacturer, has created a new campaign called ‘I Want What I Want Whenever I Want It’. The campaign was mainly targeted at the younger audience in Cyprus – an audience that scrolls at lightning speed and is already over-saturated with online content. This required its own approach featuring […]

The post Designing a Youth Centred Influencer Campaign in Cyprus appeared first on Action Global Communications.

]]>
KEAN, a Cyprus-based fruit and soft drinks manufacturer, has created a new campaign called ‘I Want What I Want Whenever I Want It’. The campaign was mainly targeted at the younger audience in Cyprus – an audience that scrolls at lightning speed and is already over-saturated with online content. This required its own approach featuring various elements to sustain engagement levels. Action Cyprus got to work on an inventive campaign, with authenticity and fun being at the centre of it all. With that in mind, they devised a campaign that they were confident would work, featuring virtual games with prizes that gained massive youth appeal. They included a creative TikTok dance challenge that had the audience copy a dance set, and a branded AR Filter on Instagram where users had to guess the correct acronyms appearing on their mobile screens. From there, seven top influencers were recruited to dial up the excitement on their respective social media accounts.

The post Designing a Youth Centred Influencer Campaign in Cyprus appeared first on Action Global Communications.

]]>
https://actionprgroup.com/designing-a-youth-centred-influencer-campaign-in-cyprus/feed/ 0
Driving more women towards ICT careers in Eastern Partnership countries under EU4Digital https://actionprgroup.com/driving-more-women-towards-ict-careers-in-eastern-partnership-countries-under-eu4digital/ https://actionprgroup.com/driving-more-women-towards-ict-careers-in-eastern-partnership-countries-under-eu4digital/#respond Wed, 16 Sep 2020 10:00:59 +0000 https://actionprgroup.com/?p=28341 Did you know that in the EU Eastern Partnership Countries, only 20% of women hold leadership positions? Or that women make 43% less than their male counterparts in the workplace? Action’s Public Sector and Digital teams are continuing their work with the European Commission to inspire and empower women to join the ICT innovation field […]

The post Driving more women towards ICT careers in Eastern Partnership countries under EU4Digital appeared first on Action Global Communications.

]]>
Did you know that in the EU Eastern Partnership Countries, only 20% of women hold leadership positions? Or that women make 43% less than their male counterparts in the workplace? Action’s Public Sector and Digital teams are continuing their work with the European Commission to inspire and empower women to join the ICT innovation field and close the gender gap in these markets. For the most recent phase of this project, they have launched a social media campaign, including a regional educational launch video, market specific animated infographics and social media imagery, highlighting key facts about the gender gap in Armenia, Azerbaijan, Belarus, Georgia, Moldova and Ukraine. Action has been responsible for the overall comms strategy and creative concept, storyboard, scripting, animation, sound design, editing, dissemination and online advertising. This is the most recent campaign we are working on as part of the EU4Digital project.

The post Driving more women towards ICT careers in Eastern Partnership countries under EU4Digital appeared first on Action Global Communications.

]]>
https://actionprgroup.com/driving-more-women-towards-ict-careers-in-eastern-partnership-countries-under-eu4digital/feed/ 0
Action Qatar chosen by Danube Hospitality to deck out the country’s Hotel Industry https://actionprgroup.com/action-qatar-chosen-by-danube-hospitality-to-deck-out-the-countrys-hotel-industry/ https://actionprgroup.com/action-qatar-chosen-by-danube-hospitality-to-deck-out-the-countrys-hotel-industry/#respond Mon, 14 Sep 2020 08:14:07 +0000 Qatar]]> https://actionprgroup.com/?p=28319 We are excited to announce the newest client for our Action Qatar team, Danube Hospitality, known as an all-encompassing solution provider for every profile of property, from serviced apartments to 3, 4 and 5 star resort hotels. The team is hitting the ground running, already working on the implementation of the communications strategy they have […]

The post Action Qatar chosen by Danube Hospitality to deck out the country’s Hotel Industry appeared first on Action Global Communications.

]]>
We are excited to announce the newest client for our Action Qatar team, Danube Hospitality, known as an all-encompassing solution provider for every profile of property, from serviced apartments to 3, 4 and 5 star resort hotels. The team is hitting the ground running, already working on the implementation of the communications strategy they have been crafting to promote the company’s launch in Qatar and the upcoming grand opening of their showroom in Doha, involving an integrated strategy including communications consultancy, media relations, media events and influencer engagement.

The post Action Qatar chosen by Danube Hospitality to deck out the country’s Hotel Industry appeared first on Action Global Communications.

]]>
https://actionprgroup.com/action-qatar-chosen-by-danube-hospitality-to-deck-out-the-countrys-hotel-industry/feed/ 0
Singapore Food Festival 2020 – Bringing a virtual taste of the country’s diverse culinary culture to Russia https://actionprgroup.com/singapore-food-festival-2020-bringing-a-virtual-taste-of-the-countrys-diverse-culinary-culture-to-russia/ https://actionprgroup.com/singapore-food-festival-2020-bringing-a-virtual-taste-of-the-countrys-diverse-culinary-culture-to-russia/#respond Tue, 08 Sep 2020 11:16:34 +0000 https://actionprgroup.com/?p=28299 Action’s Moscow-based PR and digital teams have been hard at work, helping the Singapore Tourism Board to promote this year’s Singapore Food Festival in Russia – going virtual for the first time ever. An integrated social media campaign was introduced, featuring online influencer engagement with cooking stories and a mixology livestream, an online contest, and […]

The post Singapore Food Festival 2020 – Bringing a virtual taste of the country’s diverse culinary culture to Russia appeared first on Action Global Communications.

]]>
Action’s Moscow-based PR and digital teams have been hard at work, helping the Singapore Tourism Board to promote this year’s Singapore Food Festival in Russia – going virtual for the first time ever. An integrated social media campaign was introduced, featuring online influencer engagement with cooking stories and a mixology livestream, an online contest, and more to entice local audiences to experience the festival. A hearty cheers to our team, with the festival website attracting both foodies and select media from all corners of the country to expand their knowledge of Singapore’s diverse and dynamic culinary tradition.

The post Singapore Food Festival 2020 – Bringing a virtual taste of the country’s diverse culinary culture to Russia appeared first on Action Global Communications.

]]>
https://actionprgroup.com/singapore-food-festival-2020-bringing-a-virtual-taste-of-the-countrys-diverse-culinary-culture-to-russia/feed/ 0
Action helps streamline the online marketplace in Kuwait with the launch of FinFirst’s new super app https://actionprgroup.com/action-helps-streamline-the-online-marketplace-in-kuwait-with-the-launch-of-finfirsts-new-super-app/ https://actionprgroup.com/action-helps-streamline-the-online-marketplace-in-kuwait-with-the-launch-of-finfirsts-new-super-app/#respond Wed, 02 Sep 2020 10:46:43 +0000 https://actionprgroup.com/?p=28260 A virtual media roundtable, organised by our Action team in Kuwait, was just successfully hosted to announce a new, secure mobile app-based marketplace that simplifies and accelerates financial services for businesses and consumers alike. FinFirst is revolutionising the industry, providing transparent financial services at a customer’s fingertips across four key service streams – Business Banking, […]

The post Action helps streamline the online marketplace in Kuwait with the launch of FinFirst’s new super app appeared first on Action Global Communications.

]]>
A virtual media roundtable, organised by our Action team in Kuwait, was just successfully hosted to announce a new, secure mobile app-based marketplace that simplifies and accelerates financial services for businesses and consumers alike. FinFirst is revolutionising the industry, providing transparent financial services at a customer’s fingertips across four key service streams – Business Banking, Consumer Banking, Auto Financing and Insurance. The superapp was been founded by Abbas Hijazi, CEO of FinFirst capital, with a multi-national team of finance and technical experts to optimise customer needs and drive the industry forward in the market.

The post Action helps streamline the online marketplace in Kuwait with the launch of FinFirst’s new super app appeared first on Action Global Communications.

]]>
https://actionprgroup.com/action-helps-streamline-the-online-marketplace-in-kuwait-with-the-launch-of-finfirsts-new-super-app/feed/ 0
Education through gaming on the rights and realities of children with disabilities in Georgia: the latest initiative in the #SeeEveryColour campaign with UNICEF https://actionprgroup.com/education-through-gaming-on-the-rights-and-realities-of-children-with-disabilities-in-georgia-the-latest-initiative-in-the-seeeverycolour-campaign-with-unicef/ https://actionprgroup.com/education-through-gaming-on-the-rights-and-realities-of-children-with-disabilities-in-georgia-the-latest-initiative-in-the-seeeverycolour-campaign-with-unicef/#respond Thu, 20 Aug 2020 09:56:35 +0000 https://actionprgroup.com/?p=28193 For the past several years, our Action team in Tbilisi has been responsible for PR and communications for the #SeeEveryColour campaign, successfully changing public perception about children with disabilities in Georgia. We are proud to announce the completion of the latest initiative in this important campaign – an interactive and innovative set of outdoor games […]

The post Education through gaming on the rights and realities of children with disabilities in Georgia: the latest initiative in the #SeeEveryColour campaign with UNICEF appeared first on Action Global Communications.

]]>
For the past several years, our Action team in Tbilisi has been responsible for PR and communications for the #SeeEveryColour campaign, successfully changing public perception about children with disabilities in Georgia. We are proud to announce the completion of the latest initiative in this important campaign – an interactive and innovative set of outdoor games to further educate youth and adults on the rights of children with disabilities in Georgia. The ‘education through gaming’ initiative included a range of activities including a quiz, blitz competitions and call to action. The campaign quickly gained a strong following, becoming popular across the country. In fact, we have been invited by leading National TV stations to play the game with local journalists to put their knowledge to the test on this issue. Over the years, the wider campaign has recorded a measurable and sizable positive change in public perception towards children with disabilities. See the video on this latest initiative here, well done team!

The post Education through gaming on the rights and realities of children with disabilities in Georgia: the latest initiative in the #SeeEveryColour campaign with UNICEF appeared first on Action Global Communications.

]]>
https://actionprgroup.com/education-through-gaming-on-the-rights-and-realities-of-children-with-disabilities-in-georgia-the-latest-initiative-in-the-seeeverycolour-campaign-with-unicef/feed/ 0
Highlighting the vital role of women in digital innovation across the EU Eastern Partnership countries: EU4Digital https://actionprgroup.com/highlighting-the-vital-role-of-women-in-digital-innovation-across-the-eu-eastern-partnership-countries-eu4digital/ https://actionprgroup.com/highlighting-the-vital-role-of-women-in-digital-innovation-across-the-eu-eastern-partnership-countries-eu4digital/#respond Fri, 07 Aug 2020 11:39:15 +0000 https://actionprgroup.com/?p=28107 Responsible for all strategic communications under EU4Digital, Action’s public sector, Digital and local teams in Georgia, Moldova and Ukraine, have successfully completed the first 3 feature stories in a series designed to educate audiences in the Eastern Partnership countries on the importance of women in the ICT sector. The articles have already been seen in each key market’s key […]

The post Highlighting the vital role of women in digital innovation across the EU Eastern Partnership countries: EU4Digital appeared first on Action Global Communications.

]]>
Responsible for all strategic communications under EU4Digital, Action’s public sectorDigital and local teams in Georgia, Moldova and Ukraine, have successfully completed the first 3 feature stories in a series designed to educate audiences in the Eastern Partnership countries on the importance of women in the ICT sector. The articles have already been seen in each key market’s key media, with similar articles planned for publication in Belarus, Azerbaijan and Armenia in the coming months. This initiative is part of the wider EU4Digital strategy, whose aim is to extend the European Union’s Digital Single Market to the Eastern Partner markets, developing the potential of the digital economy and society, in order to bring economic growth, generate more jobs, improve people’s lives and help businesses.

The post Highlighting the vital role of women in digital innovation across the EU Eastern Partnership countries: EU4Digital appeared first on Action Global Communications.

]]>
https://actionprgroup.com/highlighting-the-vital-role-of-women-in-digital-innovation-across-the-eu-eastern-partnership-countries-eu4digital/feed/ 0
Working with the Council of Europe towards eliminating Discrimination, Racism and Hate Speech in Georgia with #IChooseEquality https://actionprgroup.com/working-with-the-council-of-europe-towards-eliminating-discrimination-racism-and-hate-speech-in-georgia/ https://actionprgroup.com/working-with-the-council-of-europe-towards-eliminating-discrimination-racism-and-hate-speech-in-georgia/#respond Fri, 31 Jul 2020 08:26:34 +0000 https://actionprgroup.com/?p=28071 See here the latest video, produced by our Action team in Georgia, for the I Choose Equality campaign, part of a project being implemented on behalf of the Council of Europe. The video is part of a wider communications strategy being implemented by Action, raising awareness with institutions, key stakeholders and the general public to […]

The post Working with the Council of Europe towards eliminating Discrimination, Racism and Hate Speech in Georgia with #IChooseEquality appeared first on Action Global Communications.

]]>
See here the latest video, produced by our Action team in Georgia, for the I Choose Equality campaign, part of a project being implemented on behalf of the Council of Europe. The video is part of a wider communications strategy being implemented by Action, raising awareness with institutions, key stakeholders and the general public to ensure understanding and effective implementation of national policies tackling discrimination, racism and hate speech. The project’s overarching mission being to contribute towards the country’s goals for improved democracy, human rights, peace and prosperity in Georgian society. An amazing initiative, keep up the great work!

The post Working with the Council of Europe towards eliminating Discrimination, Racism and Hate Speech in Georgia with #IChooseEquality appeared first on Action Global Communications.

]]>
https://actionprgroup.com/working-with-the-council-of-europe-towards-eliminating-discrimination-racism-and-hate-speech-in-georgia/feed/ 0