Jumeirah Group’s #BeTheHost campaign awarded


Celebrating success, Jumeirah Group’s #BeTheHost Emiratisation initiative recently scooped two accolades at the 13th Annual International Business Awards.

#BeTheHost scooped two Gold Stevie Awards as the ‘Communications or PR Campaign of the Year’ in the Community Relations – EMEA and Travel and Tourism categories.

The social media campaign, which was introduced in October 2015 and developed in alignment with Dubai’s Tourism Vision 2020, aimed to leverage Jumeirah’s position as a leading home-grown hospitality brand and a top employer of choice for Emiratis. The campaign was also adopted to alter peoples’ mindsets on hospitality, promoting the fact that it is a hosting industry rather than a service industry.

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The initiative witnessed phenomenal engagement on Jumeirah’s Arabic Instagram account, and #BeTheHost assisted with communicating the many career opportunities available to Emiratis in the hospitality industry.

The campaign additionally highlighted the growing importance of the tourism and hospitality sector as a leading contributor to the UAE economy and a source of national pride.

Group chief human capital officer, Jumeirah Group, Nabil Ramadhan remarked: “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.”

He added: “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.”

Jumeirah Group closely collaborated with TRACCS, an independent PR network in the Middle East and North Africa, to conceptualise and execute #BeTheHost.