A PR-Led, Fully Integrated Global Campaign Designed by Children

Kids Recommended demonstrates how PR can lead fully integrated global campaigns by uniting insight, storytelling, content, creators, and experience around a single idea. Grounded in a global research study of more than 7,000 children aged 5–12 and their parents, the campaign began with a clear premise: let children define what makes a great family holiday and build the destination story around those priorities. PR then led the orchestration of that idea across every touchpoint, ensuring it was expressed consistently wherever families encountered the campaign. Research shaped the earned narrative and launch; earned storytelling informed content and creator activity; and the idea was brought to life through real-world participation via the Abu Dhabi Little Do’s Kids Passport. Each channel played a distinct role, yet all reinforced the same child-defined premise. This PR-led integration delivered 3.18 billion reach, an 81.6% engagement rate, and more than 3,000 pieces of coverage, with paid social supporting reach in priority markets. Rather than stitching channels together after the fact, Kids Recommended was integrated by design – resulting in a seamless, participatory campaign that delivered impact at global scale.