Dubai Parks and Resorts Leverages Emirates’ Reach

Client Sector

Travel, Retail

Region

Middle East, Europe

Airline

Emirates

Platforms

In-Flight Entertainment

GENERATING AND REINFORCING INTERNATIONAL INTEREST IN DUBAI PARKS AND RESORTS AS A LEISURE DESTINATION

Dubai Parks and Resorts and Emirates intrigued travellers and investors in visiting Dubai Parks and Resorts, a top leisure & entertainment destination in the UAE.

Campaign Objectives

• Build brand identity and brand recall of Dubai Parks and Resorts

• Cement brand association as the top leisure & entertainment destination in the UAE

• Drive intention to visit/ boost ticket sales

Spafax’s Solution

• Capture biggest share of inbound tourists by leveraging Emirates’ passenger load

• Tactical implementation to catch travellers during key travel planning seasons, key family travel seasons, and national holidays of targeted ‘high value nationalities’

Campaign Mechanic

15-month campaign through 2018 and Q1 2019 on Emirates’ IFE (TV)

Results

• 22% increase in footfall at Dubai Parks and resorts in 2018, compared to previous fiscal year

• Increase in international visitor share out of total visitors

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