Imagining the Possibilities: Dubai Tourism

The Challenge

The Department of Tourism and Commerce Marketing for Dubai wanted to promote the city to a new global audience through a unique content marketing campaign. It asked us to showcase Dubai to the global traveler audience who doesn’t consume traditional advertising. Knowing that music videos are the most consumed content on YouTube, we worked with our partners at Universal Music Group to place the city at the heart of the content people love in order to raise awareness about Dubai as a destination.

Imagining the Possibilities: Dubai Tourism

The Solution

Together with UMG, we developed a “location placement”—product placement where the product is a destination—creating a music video directed by one of the most recognized directors in the music industry. Imagine Dragons appeared as the perfect band that would have both a mass appeal as well as love of the city. Our contributions included consulting on the location placement strategy, benchmarking and mapping of relevant artists. We also managed social media content production, influencer targeting and deployed social media posts across Facebook, Instagram and Twitter. And our audiovisual production included one music video with location placement integration, one piece of branded content and one piece of behind-the-scenes content.

The Results

The music video received 202 million views, 700 percent above the view target
3 million social engagements, 1,020 percent above the view target
22 percent increase in the number of people considering Dubai as a holiday destination
$13.5 million AVE achieved for Dubai through the video and other created contents