The integrated campaign, which has been devised by Dubai-based agency Bates PanGulf, aims to drive usage of the government's online platform www.dubai.ae.
Called "Making life easier", it is hoped that the marketing push will help Dubai's government departments meet online utilisation targets set by the emirate's ruler Sheikh Mohammed.
The aim is to help Dubai's citizens, residents and visitors save time and money, while also boosting the efficiency rate of the government agencies incorporated in the web-based platform.
The first phase of the campaign utilises print and radio spots, while the second phase, which is due to start later this year, will involve TV, outdoor and online.
Salem Khamis Al Shair, e-services director at Dubai eGovernment, said: "Shifting the bulk of transactions and communications with the government to the online portal will bring great dividends both to the government and the public."
"It will save us an enormous amount of resources, such as extra paperwork, and eliminate unnecessary time wasting in processing government services."
Bates PanGulf was originally formed as Pan-Gulf Publicity in 1980 and is jointly owned by two Dubai-based shareholders and WPP.