The Dubai Corporation for Tourism and Commerce Marketing (Dubai Tourism) teamed up with multimedia messaging app Snapchat in May to remind travellers that sunny days are ahead in Dubai. Currently, Dubai is preparing to welcome back tourists from July 7, as COVID-19 related travel restrictions are being eased gradually.
As part of Dubai Tourism’s ‘Till we meet again’ campaign, four augmented reality (AR) Snapchat Lenses were developed to transport users in the UK and France to Dubai to experience famous destinations including the Burj Khalifa, Dubai Frame, Al Seef and Madinat Jumeirah. This initiative was launched to spread positivity and bring a ray of sunshine to those staying home amidst COVID-19.
More than 9.2 million people in the UK and France used the Dubai Tourism Lenses to virtually visit local landmarks. The campaign, which ran over a two-week period, had strong engagement with Snapchatters in the UK and France, exceeding time-spent expectations by more than 180%, before sharing it with friends and family on Snapchat.
“Dubai Tourism is delighted with the success of this creative partnership with Snapchat, which has helped sustain global interest and consideration for Dubai by reinforcing its position as a safe must-visit destination. Not only has this campaign spread positivity and happiness among travellers, but it has given them real motivation to plan for their next holiday to Dubai once the COVID-19 travel restrictions are eventually lifted,” said Issam Kazim, CEO, Dubai Tourism.
A post-campaign brand study that ran in May examined users’ desire to consider Dubai as a travel destination once borders reopen and travel becomes possible. The findings from this study showed that more than 30% of Snapchatters in the UK and France were positive about visiting Dubai once COVID-19 travel restrictions are eased.
“As a brand, Dubai Tourism has long embraced Snapchat and the opportunities that AR offers them to connect with their target audiences. In fact, Dubai Tourism was quick to mobilise the launch of a campaign during lockdown and thanks to this partnership, Snapchatters in France and the UK have been able to experience and be inspired by Dubai’s beautiful locations despite global travel restrictions. As we look forward to life post-lockdown, we expect Dubai Tourism’s innovative approach to reach travellers will support their overall business goals and attract new travellers to the region,” added Farimah Moeini, travel, retail and e-commerce lead, Snap Inc. Middle East.