Emirates and DTCM’s new US$20 million campaign celebrates the attractions of dynamic Dubai

Dubai, UAE; 27 November 2014 

EMIRATES and Dubai’s Department of Tourism and Commerce Marketing (DTCM) has launched a new global campaign that celebrates different facets of Dubai.

The US$20 million “See you in Dubai” campaign, one of Emirates’ largest to date, is created in partnership with DTCM to reach audiences across the globe, focusing particularly on markets in Europe, Asia, Africa, Latin America and the Middle East.

“Dubai is a global hub and a global destination in itself.  From Emirates’ perspective, it is our unique differentiator. Our mission has always been to connect the Dubai to the world, and connect the world through Dubai,” said HH Sheikh Ahmed bin Saeed Al-Maktoum, Chairman and Chief Executive, Emirates Airline & Group.

“Our dynamic home city is developing apace, in line with HH Sheikh Mohammad bin Rashid Al Maktoum’s Vision 2020. Whether they’re new arrivals or they’ve been before, visitors to Dubai will always discover something new to enjoy and share in the emirate. Last year, Dubai welcomed more than 11 million visitors and our aim is to continue to grow these numbers by constantly enhancing every aspect of Dubai’s destination offering, making our city the top choice for all types of travellers from across the globe. Emirates and DTCM both continually showcase Dubai through every possible touch point – whether at international and industry events, sponsorships or through marketing campaigns. We believe our new campaign will contribute to enhancing Dubai’s appeal to even more visitors across the globe.”

Across print, broadcast and outdoor media, the “See you in Dubai” campaign will highlight the familiar as well as the unexpected experiences that Dubai has to offer, conveying the spirit of this exciting global city that is always evolving.  

While most visitors are familiar with Dubai’s iconic landmarks such as the Burj Al Arab, Burj Khalifa and The Dubai Mall, the emirate provides plenty more attractions and experiences – ranging from a host of desert activities, to beautiful beaches and a wealth of water sports, to a growing arts and culture scene, and amazing cuisines that span the globe.

The campaign also challenges traditional preconceptions of Dubai and shows how modern meets traditional. For instance, one creative shows a simple fish shack serving fresh ‘catch of the day’ against the beautiful backdrop of the Burj Al Arab – an unusual contrast between a top end resort and a basic dining option which can be found on one of Dubai’s pristine beaches. The shack, called Bu Qtair, was featured in celebrity chef Anthony Bourdain’s Travel Channel programme No Reservations, as a culinary find. It was originally part of a fishing village on the seafront.

Another example of a great juxtaposition is a traditional Arabic dhow cruise featured in the stunning and ultra-modern Dubai Marina. Dhows are very much a part of Dubai’s trading roots and some of these still ply the Dubai Creek carrying goods to and from India, Iran and neighbouring ports like Muscat and Bahrain.

Dubai’s success as a destination has been the result of many investments in its tourism infrastructure, with Emirates and aviation playing a critical role in this equation.

Aside from providing essential air links for tourism and trade, Emirates is also a staunch supporter of world-class events in Dubai that attract global attention and attendance including: The Emirates Airline Dubai Rugby 7s, The Emirates Airline Festival of Literature, and the Dubai International Film Festival, to name a few.

Emirates’ fleet of modern aircraft has now grown to 230 aircraft serving 147 destinations from and via Dubai. The airline operates the world’s largest Boeing 777 and Airbus A380 fleet, offering the latest award-winning facilities in the sky and on the ground.  Emirates is a connecter of people, places and passions and by 2020, it is estimated that Emirates will fly 70 million passengers to and from Dubai.

 - Ends -

About Dubai’s Department of Tourism and Commerce Marketing (DTCM):

With the ultimate vision of positioning Dubai as the world’s leading tourism destination and commercial hub, Dubai’s Department of Tourism and Commerce Marketing’s (DTCM) mission is to increase the awareness of Dubai to global audiences and to attract tourists and inward investment into the Emirate.

DTCM is the principal authority for the planning, supervision, development and marketing of Dubai’s tourism sector; markets and promotes the Emirate’s commerce sector; and is responsible for the licensing and classification of all tourism services, including hotels, tour operators and travel agents. Brands and departments within the DTCM portfolio include Dubai Convention and Events Bureau, Dubai Calendar, and Dubai Festivals and Retail Establishment (formerly known as Dubai Events and Promotions Establishment). In addition to its headquarters in Dubai, DTCM operates 20 offices worldwide.

About Emirates

Emirates connects people and places around the globe, inspiring travel and facilitating trade across 147 destinations in 84 countries.  On-board its modern and efficient fleet of 232 aircraft, Emirates offers award-winning comfort and service, delivered by friendly cabin crew representing over 130 nationalities.  Today, Emirates operates the world’s largest fleets of the iconic A380 and popular Boeing 777s.

On the ground, Emirates connects millions of people each year through its other operations including Emirates Holidays, its destination marketing arm, and tour operator Arabian Adventures. Seamless trade connections are supported through Emirates SkyCargo, its cargo division.