Felix Baumgartner
More than 8 million people watched Baumgartner’s descent to Earth. This is just the latest of Red Bull’s famous campaigns.

Viral marketing offers many advantages to companies who have a clear objective and simple product, by using online methods to target expats.

Many expats around the world are known as ‘netizens,’ or citizens of the Internet, an ever growing community of regular Internet users.

Two of the most notable recent examples of viral marketing are that of Red Bull and the Stratosphere stunt, involving millions of dollars, NASA and a live video feed; and the Christmas advertising campaign from John Lewis, who are well known amongst expats, due to their ability to deliver their products to over 30 countries worldwide.

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The City Hospital caters to Western expats in Dubai.

In a community where topics such as self breast exams are taboo, marketing healthcare to expat women can prove to be quite a challenge. Yet because of her passion and experience, long term expat, Cynthia Beermann, has become very successful at it.

Cynthia Beermann started working with The City Hospital in Dubai as a marketing communications specialist during the hospital’s launch four years ago. Her job title includes a number of things, she said, but in general, can be summed up by saying she works with the public.

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Liz Perelstein, international education at the higest level
Liz Perelstein founder of School Choice International

With more than 200 million expats worldwide, International and local schools may already have students from all around the world. Embracing this diversity can be a powerful marketing tool.

School Choice International helps expat families to select the right schools for their children. With a database of schools, curriculum, and some 100 consultants worldwide in 50 key locations, the company promises parents to find schools that fit their children’s needs.

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