How has Dubai leveraged on the tourism aspect to develop the infrastructure of the country? Discuss the multiplier effect. MARKETING PROGRAM INVESTMENT
Product: Dubai is a lively, cosmopolitan city with unbelievable modern facilities and tourist attractions available at every turn as key products. Be it it’s amazing architecture such as Burj Khalifa (the tallest building in the word), Burj Al Arab (most luxurious hotel in the world), Hydropolis (Underwater Hotel) or or man-made islands such as The World and The Palm Island or world-class amusement parks such as Wild Wadi Water Park, Ski Dubai, Wonderland Water & Theme Park, Global Village. Shopping in Dubai is a major attraction for tourists. The annual Dubai Shopping Festival held every year in Jan-Feb and Dubai Summer Surprises Jun- Aug) are other popular tourist attractions in Dubai attracting millions of visitors from all over the world. Designer shopping malls and world-famous gold souks innclude Dubai Gold Souk Ibn Battuta Mall Dubai, Mall of the Emirates, Burjuman Shopping Mall, The Dubai Mall (world's largest shopping mall), Dubai Spice Souk, Dubai Fish Souk or impressive. Historical and cultural sites like Al Fahidi Fort, Dubai Museum. Dubai has it all, making it one of the popular tourist destinations in the world. For adventure seekers, there is a wide range of water sports and desert adventures like Desert Safari in Dubai, Wadi Bashing in Dubai. For those who love peace, Dubai has world-class beaches like Jumeirah Beach, Palm Beach Dubai, and Jebel Ali Beach. Communications:
Trade & Employee: Dubai has been involved in continuously developing and promoting its people with the support of various trades. This can be seen in one of its campaign The “Meet Dubai” advert which reflected the true image of Dubai. The ad was a window into the Dubai Life through its very own people, locals and nationals who share their success, joy, tradition and life in Dubai. Interestingly the adverts were unscripted so it was all natural and real engagements.
Clarity: Dubai’s brand promise has been aggressively projected over the last decades by the creation of a series of truly powerful and differentiating experiences (sporting events, the Burj, the ski slopes etc) which have substantially determined how the world now views the Dubai brand. Tourists travelling to Dubai are quite aware of what to expect. Relevance: The marketing campaign for Dubai has been relevant in terms that it promotes what is relevant and meaningful to its desired market. For e.g. Definitely Dubai brand identity campaign included information on air travel, promotions and tour operators that featured Dubai. It had a contemporary edge, reflecting the Dubai offering and making it relevant to the diverse market to which the destination appealed. Its strength was its simplicity. It was driven to promote Dubai to Non Asian travelers particularly. Distinctiveness: Dubai’s leveraged its tourism aspect to promote Dubai into becoming a hub of state-of-the-art infrastructure developments. Dubai attracts tourists through its marketing program to see the tallest building, the largest man-made island, richest horse race, fastest growing airline etc - “Creating a fairy tale in a desert.” Consistency: There is a lot of hype surrounding Dubai, most of which is positive. Be it as a business destination, it's almost on par with Tokyo, London, New York - or as a leisure destination. There is certainly consistency, the organized effort is very apparent to the average visitor. A friend once quoted to me and I’ll rephrase it, “From the moment you leave the airport to get cabs queued up efficiently you get a feel of the hospitality, leisure, and excitement” This reflects the seriousness of the brand proposition and the collective effort behind it. CUSTOMER MINDSET
Brand Awareness: Dubai has been successful in its branding initiatives among the Asian Global Brands, e.g. one can easily include the Dubai...
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