Our client believes that if you live your life with curiosity and optimism, great things will happen. So with that in mind, the client aimed to create a promotion that would credibly position themselves as an ‘experience seeking’ brand, rewarding curiosity and optimism with great experiences. We were asked to create and fulfil a set of once-in-a-lifetime, experience-based prizes that would encourage consumers to engage with the brand; eight unique and life-enriching travel experiences linked to Arabian culture, with winners learning a new skill or benefitting from some local insider knowledge.

Each experience needed a local expert to mark it out as something completely unique and add an educational twist. So we put out the call to our worldwide network of contacts and enlisted their help in locating specialists in each destination.

With a local expert secured in each destination, we set about creating a series of incredible, money can’t buy itineraries including an Amazon survival experience in Ecuador, private access to Valencia’s Las Fallas festival, Arabian nights and culture at Wadi Rum, and piloting hot air balloons over the hills of Barcelona. Winners were also taught the art of landing feisty Catalonian catfish under the guidance of a championship fisherman, tutored in horse riding in Andalusia by a real cowboy, educated in vital bush craft survival skills and taught to navigate a yacht using nothing but the stars.

And what made these experiences stand out? They were handcrafted with expert knowledge at their heart, just like our client brand itself. On their return home, the winners were left in no doubt that the trips they had experienced had left them more ‘life rich’ than before, and they knew exactly who to thank.