The National: The world has borders. Our stories don't.

UAE-based daily newspaper The National crafted a tactical campaign that aimed to change attitudes at the same time as changing its URL.

Campaign details

Brand: The National Brand owner: The National Agency: FP7 McCann Dubai Market: United Arab Emirates Industries: Newspapers Media channels: Programmatic display, Search marketing, Social media

Executive summary

It's not easy getting accurate news on the Middle East. Wherever you are in the world, reporting is often distorted with biased filters. There's the religious one that Western media adopt, or the nationalistic one in local press. That means y

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