Dubai Tourism is to launch a new experiential marketing campaign in the UK with the tagline ‘Here Today, Dubai Tomorrow’ in a bid to further boost the city’s reputation as one of the UK’s favourite holiday destinations.
The campaign, which will run from 4-1 September, 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.
“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,” said Dubai Tourism chief executive Issam Kazim.
“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.
Dubai Tourism figures reveal 1.188 million UK visitors travelled to Dubai in 2015, up 11% on 2014.