A leading destination for business, commerce and events
Market growth | New consumers
Dubai sought to expand on their reputation as a leading destination for business, commerce and events, specifically targeting those who had never been to Dubai and those who had only ever used Dubai as a stopover.
Utilising the reach of the CNN platforms, a series of 10 videos were put together by Great Big Story – highlighting Dubai’s broad culture using their trademark cinematic storytelling to inspire. These videos were shared across the entire GBS brand – including social.
The campaign generated additional PR in several print works, such as Dubai Informer, Arabian Business, and Sport 360. Focusing on specific target markets and utilising CNN’s segmented audience data, it was able to specifically target videos ensuring 97% of views were from one of the target audience and 43% were from the target audience ‘never been to Dubai’.
Services this project covered
Strategy & branding
TASK have a vast amount of experience in this unique field. Looking at a country’s tourism goals they can create a brand to market and a strategy to generate awareness of this new brand. In this case, the brief was to communicate, “an engaging and diverse place for tourists”.
The Audience and Insights team at CNNIC have access to years of data on our global audience. Their expertise is used to segment the audiences to find the people most likely to convert. This particular campaign focused on four separate audience groups: never visited Dubai, has used Dubai as a stopover, lives in a destination near Dubai, CNN and Great Big Story’s natural global audience.
Digital & online
Great Big Story were the natural choice for this campaign, as their emotive storytelling is perfect for breaking stereotypes and immersing viewers in a new culture. The Take Me There series featured 10 videos, each with its own dedicated content page on the Great Big Story website, YouTube channel, and across Facebook, Instagram and Twitter.
This allowed us to maximise the reach amongst our global audience and create conversations about visiting Dubai.
Targeting & PR
Our advanced data capabilities were leveraged in order to implement a 4-part audience-segment that targeted those that had never visited Dubai, both CNN and GBS travel followers, individuals who used Dubai as a stopover and people who lived in the region. This allowed us to maximise our reach to our intended target audience.
Content was distributed across a range of digital channels with regional press, such as Dubai Informer, Arabian Business and Sport 360 involved to maximise local target market reach.
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