Advertising Campaign Shows Dubai Means Business
A major new advertising campaign called "Dubai means business" which targets major
international newspapers and magazines, has been launched to emphasise the emirate's massive business potential.
The print and online campaign, run by the emirate's own advertising agency Falcon and Associates, lays stress on the strategic advantages of its geographical location between east and west. It also highlights Dubai's success stories in trade, property, infrastructure and business.
Edited versions of the publicity films are on the websites of London's Financial Times, The Economist, New York's Wall Street Journal, and other leading websites. The campaign, which runs until June, will target Dubai's biggest markets and the new ones it hopes to develop. These include Australia, China and India in the east, the UK in Europe, and Brazil and the US further west. The campaign will run until June.
Impressive facts and figures
The organisers have put together a raft of impressive facts and figures to back up their claims about Dubai. The use the phrase "when you run the numbers, Dubai means business", to drum home the message. Falcon and Associates have enlisted major figures from the private and public sectors to speak about Dubai's opportunities for business, from SMEs to large multinationals.
Ahmad Abdullah Al Shaikh, Director General of the Government of Dubai Media Office, said: "The campaign strongly demonstrates the energy, growth and opportunity in Dubai. The UAE, and Dubai's, constant pursuit of excellence has solidified the leading global position it holds today. With half of the world's Fortune 500 companies having headquarters here, and 46 per cent of the UAE economy comprising SMEs, Dubai is a global and enabling business hub strategically located between east and west, providing an ideal launching pad for companies of any size."
Growing PR sophistication
The new ad campaign is part of the growing sophistication of Dubai's public relations industry. The emirate is getting better at marketing itself to the world. And there is a lot to market.
The Dubai Events and Promotions Establishment (DEPE), which promotes the Dubai Calendar, an official listing of events in the year, have also launched a major new campaign starting this March. The promotional ads will be posted across regional TV, billboards and print. International visitors will be targeted with installations at Dubai International Airport.
There's also a colourful, interactive website dubaicalendar.com, which attracted 55,000 unique visitors in January, just eight months after launch, a figure expected to rise after further marketing.
Action-packed calendar
March has been chosen to launch the calendar because there are six major events in 30 days: The Dubai World Cup Horseracing, The Emirates Airline Festival of Literature, the Dubai International Boat Show, Dubai Art Week, Duran Duran live in Dubai, and The Dubai Duty Free Tennis Championships.
The growing ability of Dubai to sell itself is evidence of the emirate's burgeoning self-belief in its attractiveness as a tourist and business destination. This is great news for investors in Dubai's property market, which has bounced back well from the financial crisis.
There should be great interest in the many new hotel developments, such as The First Group's two luxury hotel apartment projects in Tecom, Metro Central and Grand Central, which are situated in the bustling business district of Tecom in the heart of "New Dubai". The high-end of the Dubai property market did particularly well in 2011, soaring 17.6 per cent.
Meanwhile, the 20th Public Relations World Congress (PRWC) is taking place for the first time in the Middle East from March 13-15 at the Grand Hyatt Dubai.
The Congress has a line-up of over 35 speakers, who will share their views on the changing political landscape, challenges and opportunities in the Public Relations sector. Over 500 PR professionals are expected to attend, a further example of the growing reach of the PR industry in Dubai.
by: Stuart Castle
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