Introduction A detailed marketing communications plan for creating awareness about Emiratisation in the UAE will be presented in this report. Emiratisation is a policy introduced by the government of the UAE to increase the employment of Emiratis. Thus, the main objective of the campaign will be to create awareness about the capabilities of Emirati employees. The report will begin with a discussion on the branding strategy that will be used during the campaign. This will be followed by a discussion on the promotional mix strategy for the campaign. The creative and media strategies will also be discussed. The budget and timeline for the campaign will be presented in the last part of the report. Branding Strategy The main objective of the Emiratisation campaign is to create a strong brand image for Emirati employees. In the last two decades, the government improved the skills of Emiratis through formal training and professional development. Thus, Emiratis are identified by their traits. Specifically, they are hard working, cooperative, ambitious, and open-minded employees. These characteristics differentiate Emiratis from other jobseekers in the UAE. Brand Name Emiratisation is a brand name that is informative and easy to remember. The name was derived from the word emirate, which refers to the seven administrative areas that constitute the UAE. In this context, the word implies that employees should be citizens of the UAE. The last part of the name (sation) urges employers to localise their workforce by employing Emiratis rather than expatriates. In this regard, the name simply explains the main objective of Emiratisation. This enables employers to have a clear understanding of the benefits of the policy. As a result, companies in the private sector are increasingly implementing new human resource management policies to increase the number of Emiratis in their workforce. Logo Figure 1 shows the logo that will be used for the Emiratisation campaign. A sliced ripe orange has been used to represent Emiratisation and its benefits. The ripeness of the orange implies that Emiratisation is an idea whose time has come. The sweet taste of the orange signifies the benefits that employers will receive by employing Emiratis. The logo is meant to create curiosity so that the target audience can seek more information about the campaign. Figure 1: Logo Promotional Mix Strategy Lectures The main promotional tool that will be used to implement the Emiratisation campaign is giving lectures. This will involve visiting business and non-business organisations in various sectors of the economy to create awareness about the campaign among employees and employers. The lectures will focus on the social and economic benefits of increasing the number of Emiratis in the workforce. The campaign team will also use the lectures to clarify the objective of Emiratisation. Specifically, they will explain to the employers that the aim of the campaign is to create a positive attitude towards Emirati employees rather than to deny expatriates employment opportunities. This will reduce or eliminate the resistance that the campaign is likely to face in the private sector, which is dominated by expatriates. Special Event