Dubai's Department of Tourism and Commerce Marketing (DTCM) recently kicked off its Dh50 million global tourism campaign 'Keep Discovering Dubai' in India. The three month long campaign aims at renewing the brand image of Dubai as a tourist destination by bringing in more aspects of the city apart from shopping. The campaign will help change 'current negative perceptions' of the Emirate region. Emirate region was in the negative light due to news of illegal dumping of sewage on Dubai beaches and reports of an outbreak of legionnaire’s disease at a hotel, which were later disapproved. DTCM is looking at bringing in more than 2,000 front-line staff including 300 media representatives from 50 countries from March to May this year.
Talking in context of the Indian market, Carl Vaz, Director – India, DTCM said, “We have received immense response and support from the Indian travel trade in last few years. Due to global economic crunch, there was a slowdown in tourist figures which we aim to boost this year. The new campaign is focused at highlighting various aspects of Dubai like desert safaris, Burj Al Arab, Palms, Shopping malls, etc. |