freuds has worked with Dubai’s Department of Tourism and Commerce Marketing (DTCM) since 2015. With a global brief to position Dubai as a top tourist destination, freuds has leveraged its connectivity and creativity to deliver 360 campaigns.
Olympic gold medallist Sir Mo Farah was secured to help bring to life Dubai’s active attributes in an engaging and inspirational way. Using the latest 360-degree Nokia OZO camera, freuds created content that allowed viewers to take a virtual run through Dubai with Mo.
To supplement the film, freuds worked with Mo to develop a series of running guides and itineraries based in Dubai, and amplified these across owned and earned channels to promote Dubai as a great city for active travellers. We delivered reach of 174 million, over 1.5 million views of the 360 film, and upwards of 53k “likes” on social media.
freuds also identified an opportunity to bring one of the most eagerly anticipated shows in 2016, The Grand Tour, to Dubai, be the official host city for the final episode of series one. Having secured the partnerships, freuds then developed an amplification plan to showcase Dubai on a large scale platform to the rest of the world, generating earned media coverage across global news, entertainment and automotive sectors. The activity delivered a global reach of 1.9BN and over 4.4 million social impressions across the campaign period. According to Amazon Prime’s PR figures, the Dubai host city announcement was the most talked about announcement in the whole series.