|Entrant||LEO BURNETT DUBAI, UNITED ARAB EMIRATES|
|Type of Entry||Integrated |
|Product/Service||COUNTRY PROMOTION |
|Entrant Company:||LEO BURNETT DUBAI, UNITED ARAB EMIRATES|
|Advertising Agency:||LEO BURNETT DUBAI, UNITED ARAB EMIRATES|
Meet Dubai is a campaign about stories. The stories of Dubai as a city. And the stories of the people who have made Dubai what it is today.
Everyone knows about Dubai’s accomplishments, her skyscrapers and record-breaking feats. Our campaign introduces the raw side of Dubai through 14 TV spots, 18 separate print ads, a website and yahoo page, and a personal blog detailing our tv character’s journey in Dubai. This is the side of Dubai people around the world rarely see. The real Dubai.
Success of the Campaign
This was Emirates’ largest campaign for the past 5 years and hence there was a great deal of interest in its success. The print campaign did very well, generating word of mouth for the airlines, especially for the breadth of executions and natural style of photography. However, the most important element that came through was that real Dubai residents were used – representing a fresh approach when advertising Dubai. It was the TV campaign, however, that generated the most success. From the shooting style to the actor chosen, it was seen a great success both with the client and the industry. It appeared in countless magazines and received praise from everyone who saw it. The results with the consumer were equally impressive with research showing that it changed viewer’s perception of Dubai and increased their likelihood to visit the city dramatically.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
The campaign was launched in April 2009 with print ads that appeared in major publications such as Time, Newsweek, Business Week, Financial Times, Herald Tribune and the Wall Street Journal all around the world. Along with the print, online banners were used to drive people to the Emirates website where they could find out more about Dubai and also books flights.
||Regional Executive Creative Director
||Head Of Tv
||Digital Creative Director