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Repositioning The Dubai Brand

May 12, 2014 Exhibitions No Comments Email Email

One year into the delivery of Dubai’s ‘Tourism Vision for 2020’, significant first steps have been taken to achieve the target of attracting 20 million annual visitors by 2020, including several legislative changes to encourage development of accommodations, and numerous openings of new hotels, attractions and events.

Another significant step was the formation of the Dubai Corporation for Tourism and Commerce Marketing – an affiliate of the wider Department of Tourism and Commerce Marketing – with the mandate of focusing on the international marketing and promotion of the emirate as a leading destination for leisure and business travel.00_CMYK_Dubai

The immediate focus of the Corporation has been the development of a new marketing blueprint that will further elevate Dubai’s status as a must-visit destination. The approach is based on research into the needs, requirements and wants of leisure and business travellers and a comprehensive review of both how the emirate’s destination offering compares to other leading global cities and how this offering is communicated.

The principle behind the new blueprint is that Dubai has become known around the world as a must-see city; the marketing of the emirate’s tourism offer will now focus on demonstrating that it is a city that must-be-experienced, with a range of remarkable visitor experiences that create an unrivalled destination offer. 

New Ambition, New Brand and New Digital Platform

With the Corporation stating that the long-term ambition is for Dubai to become the most visited city in the world, a new brand was launched at the Arabian Travel Market on Monday 5th May 2014, ahead of a global marketing campaign due to take place later in the year. The new brand expresses Dubai’s culture of success and its spirit of rising to any challenge.

Announced by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Prime Minister and Vice President of the UAE and Ruler of Dubai, the brand will be used by government departments and bodies, ensuring that the emirate speaks with ‘one voice’ to its citizens and visitors.

Following the announcement of the new brand, His Highness Sheikh Mohammed shared the identity on his Instagram account, stating: “Today we launched Dubai’s new brand identity which will be used to promote our city regionally and internationally. The new brand identity focuses on Dubai being a credible, unique and welcoming destination for tourists and visitors.”

Also previewed during ATM, a new website and app have been designed to inspire and inform at every stage of the consumer journey and help the visitor experience the city to the fullest while in Dubai.  Both the website and the app will be launched in the coming months.

His Excellency, Helal Almarri – Director General of Dubai’s Department of Tourism and Commerce Marketing (DTCM), said: “The objective behind the launch of the unified brand for Dubai is part of the unified marketing efforts of the city under one name and one identity – Dubai. The new brand is based on the proposition that Dubai is a city where remarkable things happen. His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President and Prime Minister and Ruler of Dubai, has stated that in the UAE there is no such thing as “’impossible” – Dubai’s growth and success has been based on this spirit of challenging the norm, rising to any challenges, and achieving the unprecedented. From the creation of Mina Rashid in the late-1960’s to the building of the world’s tallest tower Burj Khalifa, and of course winning the bid to become the host city for Expo 2020, this spirit has led to a series of remarkable achievements and this is echoed throughout the tourism experience.

“All of the achievements and superlatives have improved Dubai’s standing as a world leading city and make up the foundation of the brand. The name of Dubai is representative of everything that the Emirate stands for. Implementing the new brand across every touch point will make it easy for the whole world to recognise Dubai, which in turn will enhance promotional activities, especially for upcoming events like Expo 2020, and it will contribute to achieving the targets of the Dubai Tourism Vision for 2020.”

Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing commented: “The new logo features the word ‘Dubai’ written in both Arabic and Roman alphabets, representing the fact that the city is a fusion of cultures and nationalities – a result of the historic and present day approach of being outward looking and open to ideas from across the globe. But the new brand is much more than just a logo – it is a new way of talking about Dubai and a new way of looking at how we will provide value for investors in and visitors to Dubai. It expresses Dubai’s culture and the wise leadership and vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai. It conveys a message that Dubai is a place where amazing things happen. 

“For DCTCM, the implementation of the brand means inspiring leisure and business travellers with the opportunities on offer in Dubai and continuing to develop the visitor experience. As partners throughout the city adopt the physical elements of the brand they will also be adopting its values and uniting behind a common aim – to deliver beyond the expected and make the experience of Dubai truly remarkable for visitors and residents alike.”

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