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In an age where travelers are increasingly driven by a desire for unique, authentic, and memorable experiences, tourism advertising becomes a challenge for creatives who must showcase their ability to provide an exceptional work that resonates with the target audience and manages to attract and retain visitors. The Lebanese Ministry of Tourism has recently launched 'Meshwar Rayhin Meshwar', a national campaign designed to bring all of Lebanon together on a journey filled with love. 

“Despite all the challenges we face, the more we persevere, the more we grow to love life and beauty. Our affection for this country deepens as we embrace its essence more each day. Lebanon, a small planet, exudes a captivating fragrance that enchants the world. Let us unite to feel its heartbeat and experience its core.

Lebanon is a journey that begins anew every day, with each sunrise symbolizing endless possibilities as long as there are people who continue to love, dance, and sing,” states Sami Saab, the creative director of Phenomena, the agency in charge of developing Lebanon's new tourism campaign. The tone is set.

'Meshwar Rayhin Meshwar' (which in Lebanese vernacular translates to "a trip, we are going on a trip") embodies an unstoppable enchanting voyage across Lebanon

The overall campaign, which has been developped by Beirut-based Phenomena agency in collaboration with Rahbani 3.0, paints Lebanon as a country that offers attractive settings and destinations while making pristine landscapes and natural beauties its primary strengths. 

The team of marketers behind this campaign wanted to showcase the charm of Lebanon’s, and they managed to do so via stunning visuals and a captivating video.

The film traverses through several cities and regions, highlighting to the world what Lebanon truly means to us all. The 3:30-minute spot acts as a joyful anthem that unites everyone in an eternal expedition.

“With 'Meshwar Rayhin Meshwar,' we will explore Beirut, Tripoli, Saida, Zahle, Jounieh, Byblos, Batroun, Ehden, Douma, Tyre, Baalbek, Shouf, Broumana, Qoubaiyat, and many more, day and night. Lebanese people of all ages and regions will dance, cheer, and sing to the tune of 'Meshwar Rayhin Meshwar', composed by Ghady Rahbani, rearranged by Omar Rahbany, in a way that touches the heart of every Lebanese resident or expatriate, and enchants all Arab and foreign visitors,” adds Sami.

Yasmina Zaytoun, Lebanon’s beauty queen, stars in the spot. She’s the main guide on this journey to showcase one of the most beautiful countries in the world.

A well-designed campaign not only promotes tourism but also fosters cultural exchange and understanding. 'Meshwar Rayhin Meshwar' manages to do so by identifying over 30 Lebanese regions, picking a memorable image for each of these must-visit destinations. An entire country is included there. Now that’s a big move.

In taking this approach, it succeeds in educating about the diversity and the beautiful villages of Lebanon, the cultural heritage, historical landmarks, night spots, entertainment places etc.; while also motivating locals and foreigners to visit every inch of the country.

By doing so, the campaign is sure to help significantly encourage and increase internal tourism. More importantly, it enables to communicate the strongest and most unique country’s selling points, invinting people to take a trip (“Meshwar” in Arabic) across the entire country. It has listed so many villages, hence increasing visibility and awareness.

Tourism marketing plays a pivotal role in highlighting the distinctive offerings of a destination by showcasing its unique attributes, such as local culture, history, natural wonders, or exclusive activities. By simply communicating these characteristics, the campaign sparks the curiosity of travelers and locals too.

This is sure to help revitalize tourism in a country so much affected economically. It makes potential visitors confident to start coming again, which will help recover local businesses and boost the tourism industry as a whole.

This is not another flashy tourism campaign like many in this category. It has a special flavor that makes it strike a chord with a wide audience. And the fact that the film is based on such a memorable song gives it a definite edge.

'Meshwar Rayhin Meshwar', the Lebanese national tourism campaign 2024 initiated by the Lebanese Ministry of Tourism, is a definite celebration of magical journeys throughout Lebanon - a campaign filled with positivity, enchantment and optimism.

Of course, we have to give honorable mentions to collaboration and strategy. Top tourism campaigns don’t get off the ground without great minds working together, and doing that work with a solid game plan.

Big names and companies have been associated in the making of 'Meshwar Rayhin Meshwar', which we hope will leave a lasting positive impact on the country and its people.

TRAILER

EXCLUSIVE

Meshwar Rayhin Meshwar: Behind the scenes (BTS) Short

CREDITS

Written and composed by Ghady Rahbani.

Arranged and performed by Omar Rahbany.

Directed by Karim Rahbani.

Creative agency: Phenomena

Creative director: Sami Saab

Production: Rahbani 3.0

Project Manager: Patrick Nakouzi

Director Of Photography: Tony El Khazen

Post Production: Lucid 

Special contribution by Wardieh, Spinneys, and Almaza 

Also special credits to: Porsche Centre Lebanon, MEA Middle East Airlines, Babel, Yacht Club Beirut, Beirut Wings, Grand Cinemas, Live Love Beirut, Zaatar Road, Factory People, Sé by Ocean Blue, Jean Nassif, Nadim Hobeika, Pierre Basbous, Steps WEE entertainment agency, and Lebanon tours - City Sightseeing Beirut.