Destination Marketing to Attract Investment in Dubai

Case Study

Crowd were engaged by the Dubai FDI (a branch of the Dubai Government) to provide destination marketing services for a new initiative aimed at highlighting the benefits of both investing and doing business in Dubai.

Designed as an ongoing program, which aims to eventually provide tailored content for various business sectors, the brand had to be simple, accessible and have a global appeal.

We began by creating a bold, modern brand which we could use across all deliverables and which would appeal to our international audience of potential investors and business people. The brand uses the renowned ‘Dubai’ typeface that will already be familiar to visitors of Dubai, iconography and dynamic photography to convey the forward-looking and exciting atmosphere of Dubai as a destination for business.

At its heart, the campaign frequently uses facts and figures to provide an evidence based platform on which to build. As always, data needs to be presented as cleanly as possible to ensure that messages can be delivered to the reader quickly. Using a mix of subtle hues and high contrast text, Crowd’s designers ensured that graphs and tables are immediately understandable whether viewed in a printed brochure or a mobile phone.

Once our design framework was in place, Crowd began a three phased approach to cover each of our primary deliverables: the printed/downloadable brochure, website and promotional video.

All three were delivered to coincide with Dubai Investment Week where the video was used to introduce the Dubai Advantage initiative in front of Dubai’s business elite and HH Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, UAE Vice President and Prime Minister and Ruler of Dubai.

Crowd also provided social media support in the weeks following the launch.

Dubai Advantage has been very well received by both the Dubai business community and the intended global audience of investors who are now able to fully appreciate the benefits of Dubai through an inspirational and accessible suite of material.

The offering is soon to expand with a range of content tailored to specific business sectors and Crowd look forward to working closely with Dubai FDI in building on the strong foundations established so far.

Visit the Dubai Advantage here.

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