British tourists are in the eye of a Dubai
Tourism campaign. The agency said it has launched an innovative experiential
marketing campaign — Here Today Dubai Tomorrow — specifically designed to give
British holidaymakers a ‘live’ taste Dubai’s hotspots during their trip there.
At the heart of the campaign is an
innovative experiential customer zone at Waterloo Station, allowing visitors to
get up close to Dubai via interactive 360 video gaming, virtual reality
displays and unique optical illusions, which sees ‘mirage’ like characters
seemingly appear on the concourse, from skydivers and camels to scuba divers
and golfers.
The effort, which will run till September
11, sees London’s Waterloo Station transformed into a living, breathing
recreation among Dubai’s top experiences.
“This is an opportunity to bring a part of Dubai to London and the
UK, allowing people to engage with the destination in new and innovative ways.
Dubai has a rich history of welcoming travellers from the UK, and we want to
continue building on that. With an ever evolving destination proposition we
hope to bring alive this latest campaign,” Issam Kazim, CEO, Dubai Corporation
for Tourism & Commerce Marketing, said in a statement.
The Waterloo activation is backed up by an
integrated marketing programme involving PR, digital, social and a nine-day
advertising domination of Waterloo Station’s entire concourse. The campaign
also features a series of promotional partnerships with parenting blog site
Tots100, Virgin Radio and Global Radio stations including Heart FM, Capital FM,
Smooth FM and Classic FM.
In addition, Dubai Tourism has teamed up
with influential lifestyle YouTuber Patricia Bright for an exclusive video
partnership and is also collaborating with rising photography star Rich McCor,
better known as Instagram genius Paperboyo. He has created eight brand new
images giving iconic London landmarks a distinctly Dubai twist with his unique
cardboard cut-out creations.