Summer Campaign | Visit Dubai

Creative Solution

Dubai has been visited over 15 Million times in the previous year and every potential visitor has seen the largest, tallest, craziest experiences the city has to offer; in glossy magazines, travel brochures and online image searches.

But that gave rise to the following problems:

1. These weren’t necessarily the attractions one would be interested in.

2. Dubai regularly has new experiences coming up

3. Travelers look for ‘real’ opinions and images

First, we went local. Creating 2000+ pieces of high-quality, highly-customized content in the form of videos, interactive banners, Facebook Carousels and Canvases in 14 different languages, launched in 36 different markets. 

Each content piece was unique – So no matter which region you were in, what attractions got your interest, how long you would be traveling for, who you were traveling with, we had a different creative message for you, inviting you to have a look at the Dubai you would love. Then, we got personal. 

We topped this with an extremely empathetic user-generated social campaign turning residents into ambassadors and every picture or video on their phone into possible content to invite others to the city. This the world saw a different side of Dubai from the eyes of the people that live in the city, ensuring authentic content of any new events and attractions.