Dubai recently launched a television campaign on CNN International, which takes the viewer on a tour of Dubai. Expected to reach 241 million viewers in Europe, Africa, Asia, the Middle East and Latin America, the campaign is jointly funded by Dubai International Airport and Dubai Duty Free and is expected to run for two years.
The ‘Cultural Voyage’ campaign consists of 24 mini-documentaries, the first of which has been filmed in Dubai over the past six months. The campaign’s themes focus on the cultural heritage of Dubai and encompass falconry, henna ceremonies, pearl diving, perfumery, traditional architecture, dhow shipbuilding and Arabian music and dance.
In the next two years there will be a total of 24 episodes filmed and produced by CNN. With eight shows already slotted, CNN will complete the remaining mini-documentaries over the next 12 months. The project is in line with the marketing strategy of Dubai International Airport and Dubai Duty Free who also work to promote the city of Dubai through international sport and major events.
Another promotional campaign sponsored by the Government of Dubai’s Department of Tourism and Commerce Marketing (DTCM) is a ten-minute video highlighting Dubai’s transformation into an international business hub.
‘Dubai Means Business’ covers all aspects of the emirate's business environment, focusing on potential opportunities for trade, distribution, manufacturing and regional office operations. The production recently won the best video award at the 34th International Film Festival. — (menareport.com)
© 2001 Mena Report (www.menareport.com)
