The Story:

Dubai Tourism is the principal authority for the planning, supervision, development and marketing of Dubai’s tourism sector. They market and promote the emirate’s commerce sector and have the goal to reach 23-25 million visitors per year by 2025. The most important goal in this campaign was to increase search volumes for holidays from the UK to Dubai, and increase actual bookings from the UK for those holidays.

The Strategy:

MAG’s target audience was aspirational 25-45 year olds, those who had been waiting for the opportunity to book a holiday, and those who could do so on impulse. The incredible creative for this campaign starring Jessica Alba and Zac Efron was a film spoof, in which the American actors show off Dubai’s tourist hotspots, in the guise of the action film genre. 

In order to reach our audience, MAG:

• Showcased the creative across Digital Out of Home & TV, capitalising on the strength of those formats to reach our target audience en masse across the UK. This first part of the campaign began just as travel restrictions to Dubai relaxed, and a holiday to Dubai was once again an option.

• Showcased the creative in cinemas. It delivered the creative in its optimum environment (which was even more fitting considering the creative is a spoof action film), whilst taking advantage of the increase in cinema goers and connecting to the hype around the newest James Bond, and films alike.