Last year the pandemic restricted people from international travel. UAE Government Media office, alongside TikTok for Business, launched The World’s Coolest Winter campaign to promote local tourism in the UAE and encourage people to discover hidden gems across the Seven Emirates and share their discoveries with the world.
TikTok users across the UAE were encouraged to share their videos showcasing their best adventures and discoveries with the campaign’s hashtag and song, which soon became iconic. The campaign was launched for six days through a ‘hashtag challenge’, driving users to the page where they could start shooting their TikToks. The campaign also included the hand gesture ‘The 7’
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