Dubai plans new UK marketing push

  The UK and Ireland office of the Government of Dubai, Department of Tourism and Commerce Marketing (DTCM) has unveiled a new campaign across print and digital media to kick-start an intensive period of marketing to promote Dubai to new and existing audiences. Dubai continues to witness growth in visitors, despite the economic downturn, recording a 14 per cent increase in the number of UK visitors to the emirate in 2008. The campaign, created by London-based agencies Initiative and IM London (formerly Independent Marketing) represents an increase of 40 per cent on last year’s advertising-spend and runs alongside the existing public relations campaign which is managed by The Communication Group plc.

The introduction of this new twelve-month campaign sees a move to appeal to personal and emotive drivers - demonstrated by the new slogan “This is our Dubai, what’s yours?” and the identification of distinct target market segments including romantic couples, active men, pampered women and premium families.


Key print publications have been identified following analysis of the audience segmentation, and a detailed campaign schedule has been developed. These publications encompass UK and Ireland national press (including supplements), lifestyle magazines and travel trade publications.



Ian Scott, UK and Ireland director of the DTCM is pleased with the new campaign: “Dubai is aware that it needs to communicate effectively the diversity of its appeal to potential visitors. To this end, we have worked with all our media agencies to ensure that our marketing, advertising and public relations material targets relevant and distinct audiences. The creation of our marketing campaign is the culmination of over a year’s analysis of these audiences and the drivers that would best appeal to them. We are delighted with the ‘look and feel’ of the campaign and will be interested to see the results. 2009 is a big year for the travel industry and it is essential that Dubai harnesses its marketing and advertising to guarantee that it stands out from the crowd.”


Dubai’s new messaging has also influenced the design and content of its existing portfolio of marketing collateral, including its monthly business-to-business e-newsletter Dubai Update and supporting microsite, the Dubai Expert training programme, familiarisation trips for travel trade and media, as well as media relations campaign.


With a host of travel packages and promotions available, and the emirate continuing to evolve its already highly-developed offering, there is no better time for visitors to discover their Dubai.