The Red Consultancy has been hired by the Government of Dubai, Department of Tourism and Commerce Marketing (DTCM), following a five-way agency pitch.

Red’s travel practice will be working on a six-figure brief to manage Dubai’s communications and PR strategy with a focus on showcasing the diversity of the destination and encouraging new visitors.

The media strategy will be broad ranging to hit key audiences for Dubai, including families and couples.

The account will be headed up by Red’s director of consumer services, Isobel Coney, who said: “Dubai is already a leading holiday destination for people in the UK but is often associated purely with luxury, sun and sand.

“In reality, it is one of the most diverse destinations with cultural appeal across a broad audience base.

“Communicating this is a hugely exciting opportunity.”

Red will report to Ian Scott, the DTCM’s UK and Ireland director who added: “Red’s understanding of Dubai and its response to the brief led to campaign ideas which we are very excited about realising this year.

“We are looking forward to working with Red to really step up our communications strategy.”

World Travel Awards

It promises to be an exciting year for the Emirate, with the prestigious World Travel Awards also kicking of its annual Grand Tour in May.

The industry leading event will arrive at the luxurious new Armani Hotel Dubai on May 2nd, with only the very best in the industry walking away with the coveted trophies.

Take a look at the WTA website for more information.