Reframing Ramadan.
Visit Qatar invited 20 Muslim creators from Europe and the US to spend Ramadan in Qatar and share it under the line "Experience Ramadan the Qatari Way".
- Brand
- Visit Qatar
- Agency
- McCann Content Studios
- Market
- Qatar
- Region
- GCC
- Year
- 2025
The challenge
Ramadan is usually a slow month for tourism in Muslim countries. Many Muslims who live in non-Muslim countries also spend it quietly, without the shared rituals around them. Visit Qatar wanted the month to read as a reason to travel.
The idea
McCann Content Studios built the campaign on creators living the month for real rather than on paid ads. Creators from the UK, France, Germany, the US and Italy, among them the podcast trio Diary Room HQ and With Love Leena, filmed the sunset adhan, the Iftar cannon, hotel Iftar tents, Suhoor gatherings and mosque visits. Each was contracted for two feed posts and three Instagram Stories.
Results
- According to The Drum Awards entry, creators published 384 pieces of content against 100 contracted.
- The entry reports 12.67M impressions and an 11.27% engagement rate.
- The entry says an analysis of 2,936 comments found 58.5% positive and 277 travel-intent signals about Qatar.
Case study source: The Drum Awards Source ↗
Awards
- The Drum Awards for Content 2025 Gold (Influencer/Creator Partnerships)
- The Drum Awards for Content 2025 Bronze (Travel and Tourism)
Credits
- Creative agency
- McCann Content Studios
