We launched a campaign with Dubai Tourism to inspire UK and Russian markets to re-look at the destination in a new light, through the lens of the ultimate holiday experience. Our creators showcased the diversity of the city whilst simultaneously negating any preconceptions of it as restricting or conservative.
How do you market luxury in a space already full of glamour? You focus on individual narratives and capturing unique moments. UK and Russian creators were established as the crucial voices to translate the ultimate holiday experience, dispelling the myth that Dubai is a restrictive country, and presenting it as a welcoming and modern environment. By targeting specific demographics across key markets, we spotlighted a world of possibility via trusted storytellers and brought this message to two very separate markets, but with the same values at heart.