Jumeirah Group’s Emiratisation initiative gains global notoriety

#BeTheHost, an Emiratisation initiative by Jumeirah Group, the global luxury hotel company and a member of Dubai Holding, has been recognised in two categories at the 13th Annual International Business Awards, one of the most prestigious awards in the communications industry.

#BeTheHost secured two Gold Stevie® Awards as the “Communications or PR Campaign of the Year” in the Community Relations – EMEA and Travel and Tourism categories.

Launched in October 2015, the social media campaign was aimed at leveraging Jumeirah’s position as the UAE’s leading home-grown hospitality brand and one of the top employers of choice for Emiratis. It was also launched to change commonly-held perspectives on hospitality – from being a “service” industry to a “hosting” industry.

With phenomenal engagement on Jumeirah’s Arabic Instagram account @Jumeirah.Arabic, #BeTheHost helped to communicate the diverse range of career opportunities available to Emiratis in the hospitality industry. The campaign also emphasised the growing importance of the tourism and hospitality sector as a leading contributor to the UAE economy and a great source of national pride.

“As a home-grown brand that has played an instrumental role in putting the UAE on the hospitality map, we are very proud that one of our key nationalisation initiatives has been recognised with such prestigious international accolades. Hospitality is a vast and dynamic industry that offers an astonishing breadth of career opportunities. It’s also a profession that innately resonates with the UAE’s proud tradition of generosity, making the sector a natural fit for young Emiratis looking to build a rewarding and progressive career. The campaign’s success at the International Business Awards is not only a cause of celebration for Jumeirah but also all the Emiratis working in the sector, who take great pride in being ambassadors of this nation’s rich tradition of hospitality,” said Nabil M. Ramadhan, group chief human capital officer at Jumeirah Group.

Jumeirah Group engaged with TRACCS, the largest independent public relations network in the Middle East and North Africa, to conceptualise and execute #BeTheHost. The campaign launch was preceded by extensive research to ensure unique positioning and wide-ranging impact.

The campaign was developed in alignment with Dubai’s Tourism Vision for 2020 and with the objectives of the Department of Tourism and Commerce Marketing’s #AnaDubai (‘I am Dubai’) Emiratisation campaign.

The 2016 International Business Awards received entries from more than 60 nations and territories. Nicknamed the Stevies for the Greek word for “crowned,” the awards will be presented to winners at a gala awards banquet at the Rome Cavalieri Waldorf Astoria Hotel in Rome, Italy on 21 October 2016.

Stevie Award winners were determined by the average scores of more than 200 executives worldwide who participated in the judging process from May through early August.

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