Dubai Tourism Case Study

Dubai - hero image 2

Dubai Tourism

A leading destination for business, commerce and events




Market growth | New consumers 


Dubai sought to expand on their reputation as a leading destination for business, commerce and events, specifically targeting those who had never been to Dubai and those who had only ever used Dubai as a stopover. 


The campaign generated additional PR in several print works, such as Dubai Informer, Arabian Business, and Sport 360. Focusing on specific target markets and utilising CNN’s segmented audience data, it was able to specifically target videos ensuring 97% of views were from one of the target audience and 43% were from the target audience ‘never been to Dubai’. 

Video views
17.7 million

video views 

social interactions
201 thousand  

social interactions

Target market video views
97 percent  

target market video views

page views
52 percent  

specific target audience views


Services this project covered

Strategy & branding 

TASK have a vast amount of experience in this unique field. Looking at a country’s tourism goals they can create a brand to market and a strategy to generate awareness of this new brand. In this case, the brief was to communicate, “an engaging and diverse place for tourists”. 

Strategy & Branding


The Audience and Insights team at CNNIC have access to years of data on our global audience. Their expertise is used to segment the audiences to find the people most likely to convert. This particular campaign focused on four separate audience groups: never visited Dubai, has used Dubai as a stopover, lives in a destination near Dubai, CNN and Great Big Story’s natural global audience. 

Insights - Street Artist Dubai

Targeting & PR

Our advanced data capabilities were leveraged in order to implement a 4-part audience-segment that targeted those that had never visited Dubai, both CNN and GBS travel followers, individuals who used Dubai as a stopover and people who lived in the region. This allowed us to maximise our reach to our intended target audience.

Content was distributed across a range of digital channels with regional press, such as Dubai Informer, Arabian Business and Sport 360 involved to maximise local target market reach. 

Dubai - targeting & PR

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