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Case Studies |
| Dubai Tourism and Travel 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.
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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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