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Travel planning has shifted. Customers now expect flexibility, scale, and value - without complexity. For Emirates NBD, the launch of Unravel travel offers within the ENBD X App was an opportunity to introduce a new way to explore and book hotels, directly from a trusted banking ecosystem.
Theawareness phase needed to clearly communicate scale and value: access to 3.5 million hotels worldwide, year-round discounts of up to 60%,and exclusive rates secured through a network of over 25 travel partners.
The campaign was built to guide customers from discovery to action. To drive early momentum, a limited-time launch promotion offered an additional 20% off across all hotels, with no restrictions on travel dates or booking frequency, reinforcing the sense of freedom and flexibility.
• Uncovered key friction points in how travel offers are discovered and understood, shaping a communication-first approach that prioritised ease and clarity
• Explored multiple creative routes to frame Unravel as both expansive and accessible, balancing aspiration with everyday usability
• Defined and developed the selected campaign idea "Escape the ordinary. Unravel the extraordinary." as the central narrative for launch
• Built a cohesive, scalable communication system designed to work across awareness, education, and activation
• Crafted motion-led storytelling and how-to content that demonstrated how easily customers could explore and book in just a few steps
• Adapted the system seamlessly across English and Arabic to ensure clarity and cultural relevance at scale
• Curated and designed content for in-app placements, external communications, and performance-led environments
• Ensured consistency across all touchpoints through disciplined visual language, messaging, and execution
A snapshot of the campaign brought to life across key touchpoints — showing how the idea translated from concept to execution.
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