Dubai speeds up promotional drive with biggest-ever London taxi advertising campaign
December 20, 2005 (Press Release) --
In its endeavor to add further impetus to its aggressive drive to promote and market Dubai in the top source market for the emirate’s booming tourism industry, the Dubai Department of Tourism and Commerce Marketing (DTCM) launched the biggest-ever taxi advertising campaign in London along with another multi-million dollar campaign on top-notch TV channels to lure the UK holidaymakers.
The high-visibility taxi campaign will run for 12 months and utilizes fully liveried cabs transporting passengers through the streets of London.
Nine different holiday themes are being popularized among the UK travelers who have endorsed their choice of Dubai being their dream holiday destination for long and short breaks.
The DTCM Director General, Khalid A. bin Sulayem, said: “We remain as aggressive as ever before. We are constantly exploring innovative opportunities to promote the emirate’s rapidly growing tourism industry. We are pursuing an ambitious growth agenda. Our strategy is to consolidate our position in established source markets while exploring emerging markets. Our communication strategies have been designed to reflect the sweeping changes that Dubai is undergoing.”
The tourism-focused media initiatives come on the back of persistent interest in Dubai among the UK visitors and solid year-on-year growth in the emirate’s hotel establishment guests from this important European market.
DTCM Director Operations and Marketing (DTCM), Mohammed Khamis bin Hareb, said: “The London Taxi campaign is a major initiative designed to further promote Dubai among the UK holidaymakers and offer them insights into different themes of breaks that our destination offers.”
“Dubai enjoys high credibility and demand in this crucial market. This campaign will help us further consolidate our strong position. The new campaign is expected to generate more business for the tourism industry which has expanded in recent times,” Mr. bin Hareb added.
The new taxi campaign includes advertising both on the interior and exterior of the vehicles.
DTCM Manager Media and Advertising, Ahmed Al Tunaiji, who is supervising the campaign, said: “The London Taxi campaign is unique in many ways and is said to be the biggest-ever booked by a destination. We anticipate that the Dubai message will remain ‘mobile’ in London for the next 12 months through this innovative initiative.”
The key themes, based on the broad range of features and attractions which visitors to Dubai can enjoy, include: Holidays in Dubai - Where Tradition meets 21st Century, Hotels in Dubai - Where Luxury meets Leisure, Deserts in Dubai - Where Hospitality meets Hideaway, Golfing in Dubai - Where Sport meets Serenity, Beaches in Dubai - Where Sunshine meets Seascape, Tours and Safaris in Dubai - Where Thrill meets Tranquillity, Shopping in Dubai - Where Couture meets Classical, Water Sports in Dubai - Where Excitement meets Escape, Bird Watching in Dubai - Where Spectacle meets Sanctuary.
-End-
For Further information or assistance, please contact:
BIZ COM - ‘For PRoactive Communications’
P.O. Box 48889, Dubai - UAE
Tel: +971 4 332-0888
Fax: +971 4 332-0999
Email: info@bizcom.ae
The high-visibility taxi campaign will run for 12 months and utilizes fully liveried cabs transporting passengers through the streets of London.
Nine different holiday themes are being popularized among the UK travelers who have endorsed their choice of Dubai being their dream holiday destination for long and short breaks.
The DTCM Director General, Khalid A. bin Sulayem, said: “We remain as aggressive as ever before. We are constantly exploring innovative opportunities to promote the emirate’s rapidly growing tourism industry. We are pursuing an ambitious growth agenda. Our strategy is to consolidate our position in established source markets while exploring emerging markets. Our communication strategies have been designed to reflect the sweeping changes that Dubai is undergoing.”
The tourism-focused media initiatives come on the back of persistent interest in Dubai among the UK visitors and solid year-on-year growth in the emirate’s hotel establishment guests from this important European market.
DTCM Director Operations and Marketing (DTCM), Mohammed Khamis bin Hareb, said: “The London Taxi campaign is a major initiative designed to further promote Dubai among the UK holidaymakers and offer them insights into different themes of breaks that our destination offers.”
“Dubai enjoys high credibility and demand in this crucial market. This campaign will help us further consolidate our strong position. The new campaign is expected to generate more business for the tourism industry which has expanded in recent times,” Mr. bin Hareb added.
The new taxi campaign includes advertising both on the interior and exterior of the vehicles.
DTCM Manager Media and Advertising, Ahmed Al Tunaiji, who is supervising the campaign, said: “The London Taxi campaign is unique in many ways and is said to be the biggest-ever booked by a destination. We anticipate that the Dubai message will remain ‘mobile’ in London for the next 12 months through this innovative initiative.”
The key themes, based on the broad range of features and attractions which visitors to Dubai can enjoy, include: Holidays in Dubai - Where Tradition meets 21st Century, Hotels in Dubai - Where Luxury meets Leisure, Deserts in Dubai - Where Hospitality meets Hideaway, Golfing in Dubai - Where Sport meets Serenity, Beaches in Dubai - Where Sunshine meets Seascape, Tours and Safaris in Dubai - Where Thrill meets Tranquillity, Shopping in Dubai - Where Couture meets Classical, Water Sports in Dubai - Where Excitement meets Escape, Bird Watching in Dubai - Where Spectacle meets Sanctuary.
-End-
For Further information or assistance, please contact:
BIZ COM - ‘For PRoactive Communications’
P.O. Box 48889, Dubai - UAE
Tel: +971 4 332-0888
Fax: +971 4 332-0999
Email: info@bizcom.ae
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