Dubai Tourism is launching a new £1m trade and consumer advertising campaign which is set to challenge the public’s perceptions of Dubai as a holiday destination. Launched in a week where Dubai’s hotels topped the world in occupancy levels (which averaged 86.2% in January); the campaign aims to showcase Dubai as a family destination that offers excellent value for money and a variety of different holiday experiences.
The campaign has been created in direct response to in depth research conducted by Dubai Tourism looking at travel trade and consumer views of Dubai. The research showed that among those that had never been to Dubai, there was a real lack of understanding of what the emirate can offer to holiday makers.
To really appeal to UK holidaymakers, Dubai Tourism is venturing into video advertorials with a series of bespoke interviews from real families who have been to Dubai talking frankly about their experiences. These videos, which will be distributed online, aim to speak directly to UK consumers who don’t realise what Dubai can offer and show what preconceived ideas these families have overcome by visiting the destination.
The campaign also includes a series of advertorials set to appear in leading lifestyle titles including Red, Stylist, Glamour and Easy Living that will focus on what Dubai can offer families, for affordable luxury and the cultural offering of the destination. The same themes will run ontelegraph.co.uk, guardian.co.uk and handbag.com. In addition, competitions will be hosted on all of the above media channels giving readers the fantastic opportunity to win iPads.
This brand focused activity will be supported by joint campaigns with a number of Tour Operators through multiple media channels.
Trade activity will also be taking place from March through to December. Travel Trade Gazette will be showing videos of agents online talking about their Dubai experiences, supported in print with 6 iPads up for grabs. Travel Weekly’s campaign kicks off with the ‘Mission Possible’ competition, offering 20 agents the chance to travel to the emirate on a secret mission to dispel misconceptions. Whilst there, the agents will be split into teams and race around Dubai unlocking clues as they go.
Ian Scott, UK and Ireland Director of Dubai Tourism,comments: “Whilst recent tourism figures show Dubai has increased in popularity globally, with visitor numbers increasing by 10% in 2011 compared to 2010, we still believe there is more to be done here in the UK to really showcase the breadth of offering in Dubai. This exciting new marketing campaign will showcase Dubai’s great value, diversity and family offering. Our latest research revealed there are myths still prominent in people’s perceptions of Dubai so this consumer and trade activity will tackle these misconceptions head on.”