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Case Studies
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Dubai Tourism and Commerce Marketing
Case Studies |
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Dubai Tourism and Commerce Marketing |
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The Challenge
While seen as a glitzy international playground and shopping magnet, Dubai’s cultural diversity and experiences were a virtually unknown in North America. To grow market share, Dubai needed to diversify the destination’s perception among target consumers.
Caught between outsiders' misperceptions of a rural, idle economy and the reality of a vast, booming marketplace fueled by oil and gas revenues, Dubai needed to tell the country about its outstanding job opportunities, excellent quality of life, and one of the country's best tax climates for business.
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The DCI Roadmap
• Form “Dubai Marketing Partners” and “Dubai PR Partners” groups with Dubai Tourism stakeholders to meet quarterly and develop cooperative marketing programs in market.
• Support travel trade events in key cities with media outreach highlighting Dubai’s cosmopolitan culture, expanding arts scene, outstanding golf and sports facilities, varied cuisine and welcoming Arabic hospitality.
• Pitch and secure influential print and broadcast media placements on “Dubai’s history,” “Arts in Dubai,” “Dubai’s cultural experiences,” and “Dubai as a leading international golf destination”
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The Results
• Through proactive stakeholder relations and marketing partner outreach, DCI secured over $300,000 in complimentary airlift tickets, hotel accommodations, tours, and ground services to enhance Dubai Tourism’s visiting journalists program.
• On behalf of Dubai, DCI significantly increased and diversified media coverage in leading print and broadcast outlets, including 14+ page stories promoting Dubai rich culture and heritage in both Travel + Leisure and Conde Nast Traveler, 8 prominent golf feature stories, as well as segments on Fox Business, Travel Channel, Discovery Channel, and a 1-hour broadcast segments on 60 Minutes.
• DCI’s media campaign reached over 45 million consumers and garnered more than $3 million in editorial coverage, in the first 1.5 years.
• During our first 1.5 years of work with Dubai, visitor arrivals grew by 21%. | |
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