Dubai Tourism launches new UK marketing campaign

Dubai Tourism and Commerce Marketing (DTCM) is preparing to initiate a high-tech campaign in London aimed at attracting greater arrivals from the United Kingdom.

DTCM is to launch a new experiential marketing campaign in the UK, called Here Today, Dubai Tomorrow, to further boost the city’s reputation as one of the UK’s favourite holiday destinations, according to local media.

The campaign, running from September 4-11, will see London’s Waterloo Station turned into a recreation of Dubai’s top experiences, using technology to let people experience the sights, sounds and attractions of the city on the station’s concourse, reports BTN.

DTCM chief executive Issam Kazim said: “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.”

The campaign will feature interactive 360 video gaming, virtual reality displays and optical illusions, which will see ‘mirage’ like characters on the concourse, from skydivers and camels to scuba divers and falconers.

This campaign is backed up by an integrated marketing programme involving PR, digital, social and a nine-day advertising campaign of Waterloo Station’s entire concourse.