With key fundamentals that make up its economy — such as trade and travel — emerging stronger, a new print and online campaign about Dubai will run globally.
Under the tagline “Dubai means business”, the campaign emphasises its strategic location between east and west and showcases its success stories in trade, infrastructure and entrepreneurship. Facts and figures also come in handy for the campaign that makes its point with the catchline “When you run the numbers, Dubai means business”.
The campaign’s narrative uses representatives of the private and public sectors who speak about the opportunities for business. “The campaign strongly demonstrates the energy, growth and opportunity that exist in Dubai,” said Ahmad Abdullah Al Shaikh, director-general of the Government of Dubai’s Media Office.
Targeted strategy
The campaign will target key overseas markets where Dubai has growing business and trade relationships, including Australia and China in the east, through to India and the UK, and extending to Brazil and the US.
Short edits of the films will run on online media such as Financial Times, The Economist, The Wall Street Journal and other leading websites. The intention is to effectively reach audiences in each of the target markets as well as locally and regionally.
“With half of the world’s Fortune 500 companies having headquarters here, and 46 percent of the UAE economy comprising SMEs [small and medium enterprises], Dubai is a global and enabling business hub strategically located between East and West, providing an ideal launching pad for companies of any size,” said Al Shaikh.
Catch a glimpse
The campaign, commissioned by Falcon and Associates, will run until June. The films can be viewed at http://vision.ae/business/numbers.
