to Dubai with love
Dubai Tourism were keen to attract a greater number of travellers from Russia & the CIS. They also wanted to showcase to this audience the diversity of tourism programmes on offer and highlight its strong positioning as a top leisure destination, making it a loved destination amongst this target group.
Action Russia, alongside Dubai Tourism created a campaign named, “To Dubai with love”, centred upon on an integrated social media influencer campaign. Five celebrity couples were screened and selected, and then asked to visit Dubai, with tailor-made themed itineraries provided to each couple: Culture, Quintessential, Relaxation, Gastronomy and Adventure. The influencers then showcased their travel experience and adventure on their Instagram accounts.
A competition was also weaved into the campaign. Participants chose one of the celebrity couples as their “mentors” and were challenged with fulfilling a task designed by each couple, related to the respective theme. They were then asked to post it on to a specially designed website dubai.women.ru. to enter. The prize was a sought after, Insta-worthy trip for 60 couples to Dubai, including must-visit attractions, ending with a memorable Valentine’s Day party at the newly opened W at the Palm hotel. The entire campaign was also supported with media relations outreach.
- 3400 entered the contest
- Over 13 mln engaged with the campaign on Instagram
- Over 50 publications in online media