/ case study

to Dubai with love

ClientDubai Tourism Board
Office Action Russia
ExpertiseIntegrated Communications
Client Dubai Tourism Board
Office Action Russia
Expertise Integrated Communications Industry Tourism Related Links www.dubaiwithlove.com

the challenge

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.

our approach

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.

the campaign


  • 3400 entered the contest
  • Over 13 mln engaged with the campaign on Instagram
  • Over 50 publications in online media

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