Emirates leads the way to Dubai growth

The government and companies of Dubai have announced a string of marketing initiatives to counteract fears about the Middle East.

Three decisions in the past week form the basis of a campaign to boost annual visitor numbers from four million to 15 million by 2010.

Political and business leaders believe the country's reputation must be changed from a stop-over hub to an international destination.

Emirates, Dubai's national airline, has signed up to become a sponsor of the 2006 FIFA World Cup in Germany.

The first airline to be an official FIFA sponsor, Emirates believes the agreement will change its image from a Middle East carrier to a global brand. The airline also announced a 25% increase in seat capacity last week.

At the same time, Dubai's civil aviation department agreed a year-long advertising campaign on business TV channel CNBC Europe.

From February 18, the campaign, through agency RudaizkyRyan, will attempt to convince business leaders that Dubai is a centre for commerce and finance.

And, at last week's Business Travel Show, hotel giant Hyatt announced it was opening the Grand Hyatt Dubai, the Middle East's biggest conference and incentive venue, on March 15.

"Dubai has come a long way from being a trading port. Its safe environment, infrastructure and liberal policies makes it the ideal place for business and entertainment," said Sheikh Ahmed bin Saeed Al-Maktoum, chairman of Emirates and president of civil aviation for Dubai.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug