LIVE YOUR STORY
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Client: Department of Tourism and Commerce Marketing (Dubai Tourism)
Role: Conceptual Team / Scriptwriter
Agency: MullenLowe MENA
The Brief:
Dubai Economy and Tourism wanted to launch a bold new campaign to reposition the city as more than a holiday destination. The goal was to inspire deeper, more personal connections, particularly among regional travelers, by showcasing Dubai not as a place to visit, but a place to be part of.
The Idea:
“Live Your Story” flipped the tourism script. The campaign encouraged visitors to enjoy much more than the world famous landmarks and attractions that are synonymous with Dubai’s tourism offering. It underscored the many exciting choices that await travellers and invites them to customise exceptional and ‘Only in Dubai’ experiences to suit their tastes, as well as bond with and benefit from the diversity of cultures that are intrinsic to the social fabric of this global metropolis.
The Response:
The campaign was launched as a digital activation on Emirates’ popular inflight entertainment system, and was rolled out in 20 languages and via multiple platforms in key source markets.
THE CAMPAIGN:
