Campaign

Summer is Dubai, Family Holidays Marketing Campaign by DTCM

The combined efforts of the government and private sectors in Dubai on regional marketing and promotional campaign.

Launched by Department of Tourism and Commerce Marketing (DTCM) on May 6, 2013, “Summer is Dubai” is the combined efforts of the government and private sectors in Dubai on regional marketing and promotional campaign.

Highlighted on Dubai’s uniqueness as family destination during the summer, “Summer is Dubai” is aimed to demonstrate to residents and visitors from around the world the extensive leisure and tourism offer of Dubai, showcasing the city as a summer destination that offers more than any comparable city in terms of the scope of its events, world class infrastructure, hassle free entry to the country and ease of transportation.

The “Summer is Dubai” campaign aims to attract millions of visitors to the emirate during an eventful three month period ending 7th September featuring the festivities, special occasions and celebrations that are a feature of Dubai’s annual summer season including Dubai Summer Surprises and Modhesh World, and a number of other events, before the season moves into Ramadan in Dubai and finally Eid in Dubai.

As part of the campaign strategy, a series of digital marketing initiatives also has been launched for “Summer is Dubai” campaign. A new website has been created for this campaign, http://www.summerisdubai.com while a Facebook competition is being launched on https://www.facebook.com/summerisdubai that will encourage people to give their own interpretation of what summer means to them with the chance to win a trip to Dubai.

The first phase of the “Summer Is Dubai” campaign will be Dubai Summer Surprises, an iconic festival that offers the perfect blend of great shopping bargains and fun-packed family “edutainment”, followed by Ramadan in Dubai, a period that offers visitors the opportunity to absorb and experience the spiritual and serene ambience in Dubai during this important month in the Islamic calendar. The campaign’s third phase will be Eid in Dubai featuring diversified festivities that will bring together the different cultural backgrounds of Dubai’s visitors and residents, as they celebrate together in harmony.

Across the peak summer season, Modhesh World, one of the region’s largest indoor entertainment venues, will be open from 20 June to 28 August, giving added impetus to a campaign that is set to become a game-changer for the region’s tourism, shopping and events sector.

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