Dubai launches new tourism campaign

Government of Dubai, department of tourism and commerce marketing has launched an integrated campaign in the UK with the strapline “This is our Dubai, what’s yours?”

The campaign embraces print and digital media and is intended to promote Dubai to new and existing audiences using a personal appeal. It targets distinct market segments, including romantic couples, active men and premium families.

The tourism department has boosted its advertising spend by 40% for the UK and Ireland. The campaign has been created by IM London (previously Independent Marketing) with media being handled by Initiative.

Dubai saw UK visitors to the emirate rise last year but like all other tourism destinations faces a possible downturn as the global recession bites into business and leisure travel budgets.

UK and Ireland director of the DTCM Ian Scott says: “Dubai is aware that it needs to communicate effectively with the diversity of its appeal to potential visitors.”