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Global Digital Transformation

dubai main

The Challenge

The emirate of Dubai is a remarkable success story, rising in a single generation from a desert community to a global city. But the lack of a unifying brand identity, clear positioning platform and progressive digital presence was limiting its ability to drive consideration and conversion among its worldwide audience of leisure travelers, business decision makers and event planners.


The Solution

Working in partnership to create the new Dubai brand, from its positioning & strategy to its architecture & roadmap to its core values & pillars, we developed an ownable, compelling proposition for the city: The Spirit of Dubai Opens Our Minds to What’s Possible in the World.

With a foundational guideline that dictated every message, experience and touchpoint needed to build the impression that Dubai was “The City of Possible,” we infused the idea across the brand ecosystem: the global brand launch campaign, partnership initiatives, internal communications, and most important of all, the new Dubai global digital platform, encompassing the end-to-end travel decision journey across web, mobile and social.

A single, streamlined destination for Dubai Tourism across all audiences, partners and traffic-drivers, the responsive web experience shows Dubai’s unparalleled breadth and depth at a glance, delivering engaging user journeys thanks to a dynamic and intuitive engine that serves content based on the user’s location, interests, preferences and browsing history. Custom-built tools and resources include a trip planner, event publishing calendar, deals engine, pre-packaged itineraries, Trip Advisor-integration and smart search capability with special filtration options.

Once we convert the curious into visitors, the mobile app is designed to help travelers make the most of their time in the emirate. With this mobile inspiration engine, visitors to the city get ideas and tips on where to go and what to do based on the time of day, their location and their interests. With categorical listings of events, attractions and deals, a customizable “My Trip” itinerary tool, helpful info about Dubai culture and the ability to order a taxi and even call for emergency assistance with a single click, the Dubai Tourism app makes sure every iOS and Android-powered smartphone can live up to the title. 


The Results

Initial results showed a 79% increase in desktop site visits, 29% increase in overall mentions & 20% increase over industry mean in digital Share of Voice. We also received recognition within the industry, from winning a 2016 IAC Award for Best Travel Website to being included on the 2016 SKIFT list of the Top 25 Best Tourism Websites to being named a 2015 WEBBY honoree in the category of Travel & Tourism Websites.

DubaiTourism AtmosphereCaseStudy.004
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