The campaign, which will run for 12 months across print and digital media, will encompass national press, lifestyle magazines and travel trade publications. It will use the strapline ‘This is our Dubai, what's yours?' and will target distinct markets including couples looking for a romantic break, active men, women seeking a pampering holiday and families.
Created by London agencies Intiative and IM London, the activity represents an increase of 40% on Dubai's advertising spend year on year.
Dubai has continued to see visitor number grow, despite the economic downturn, recording a 14% increase in the number of UK visitors in 2008.
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