Downtown Dubai
The Centre of Now
CHALLENGE
Downtown Dubai felt it was not capturing its rightful share of the lucrative tourism market. Many potential travelers had a poor perception of Dubai and were unaware of the exciting and dynamic world-class experiences it offers.
SOLUTION
StrawberryFrog had an insight: A new breed of travelers are looking for experiences that only the rapidly-developing new world can offer. These travelers believe that travel enriches them as individuals. They are looking for inspiration that belongs to the new globally minded world. Dubai is the epicenter of this new world.
To tap into this desire, SF developed a platform — ‘The Centre of Now' — that both positions Dubai in the most positive way, and invites travelers to be at the heart of what is happening in this new world. Digital and mobile experiences bring the city to life in the most advanced ways ever seen, reflecting the extraordinary and unique nature of the city. Print and out-of-home advertisements target influencers, opinion- formers and the press using high-fashion photography to give a sense of the beauty of Dubai.
OUR PRINT ADS WERE FEATURED IN PROMINENT MAGAZINES ACROSS THE GLOBE
AND INVOKED PASSION
“The Address Hotel”
“The Centre of Now” Application
RESULTS
A 400% increase in visitors to the site, primarily from the target markets (Europe, China, Africa and the Middle East).
After launching ‘The Centre of Now’ campaign, Dubai has experienced the fastest growth in domestic tourism in its history. Dubai has, through its branding efforts, become a destination synonymous with the excitement and glamour of the new globalized world.
To date the campaign has garnered over 23.5 million views on its YouTube channel, and the marquee video has been viewed 5.7 million times. Downtown Dubai is now recognized in the minds of world travelers and business people as one of the most prestigious square-kilometers in the world.