Dubai: Dubai Tourism said it has launched an innovative new experiential marketing campaign — Here Today Dubai Tomorrow — designed to give British holidaymakers a ‘live’ taste of what they could enjoy on a trip to Dubai.
The campaign, which will run till September 11, sees London’s Waterloo Station transformed into a living, breathing recreation of Dubai’s top experiences.
At the heart of the campaign is an innovative experiential customer zone at Waterloo Station, allowing visitors to get up close to Dubai via interactive 360 video gaming, virtual reality displays and unique optical illusions, which sees ‘mirage’ like characters seemingly appear on the concourse, from skydivers and camels to scuba divers and golfers.
“This is an opportunity to bring a part of Dubai to London and the UK, allowing people to engage with the destination in new and innovative ways. Dubai has a rich history of welcoming travellers from the UK, and we want to continue building on that. With an ever evolving destination proposition, there is more and more for UK travellers to experience, whether first timers or regulars, which we hope to bring alive in this latest campaign,” Issam Kazim, CEO, Dubai Corporation for Tourism & Commerce Marketing, said in a statement.
The Waterloo activation is backed up by an integrated marketing programme involving PR, digital, social and a nine-day advertising domination of Waterloo Station’s entire concourse. The campaign also features a series of promotional partnerships with parenting blog site Tots100, Virgin Radio and Global Radio stations including Heart FM, Capital FM, Smooth FM and Classic FM.
In addition, Dubai Tourism has teamed up with influential lifestyle YouTuber Patricia Bright for an exclusive video partnership and is also collaborating with rising photography star Rich McCor, better known as Instagram genius Paperboyo. He has created eight brand new images giving iconic London landmarks a distinctly Dubai twist with his unique cardboard cut-out creations. These include a pair of camels passing a palm-topped Shard, a twilight Dubai skyline spread across a London Underground sign, and Burj Al Arab transported to Trafalgar Square.
