The key to social media success: Authentic partnerships

posted on Jul. 29, 2024 at 4:41 pm

Rotana’s Amal Harb reflects on the use of brand ambassadors as a marketing strategy in the hospitality industry.

Nelly Attar with participants of Rotana’s Staircase Fitness Challenge, a social media initiative.

When Rotana first partnered with health and fitness ambassador Nelly Attar, we knew it would strike a chord with our core audience on social media.

After all, as a Lebanese-Saudi Arabian mountaineer and the first Arab woman to summit the peak of K2, Nelly was already an inspiration to many.

What we didn’t anticipate was just how much a partnership with a powerhouse like Nelly would transform our entire approach to marketing and consumer engagement. By integrating Nelly’s authenticity and passion for fitness into o

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the authorShantelle Nagarajan

Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.