Dubai Tourism has appointed Initiative Media and International Poster Management to handle its media planning and buying account, starting a major push on the UK market with the UK's largest taxi media campaign.
The promotion, which started last week, involves 180 liveried taxis and will run for a year.
Nine different creative executions highlight key reasons to visit Dubai, including holidays, water sports, bird watching, shopping, hotels, golf, deserts, tours and safaris, and beaches.
Taxis were chosen because of the exposure to a large, affluent audience, but also because the imagery of Dubai would be shown to its best advantage against the backdrop of another city.
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