The Dubai Tourism Office needs Dubai to be perceived as the one and only place to be to live unforgettable experiences.
Through multiple opportunities, the brand wants to communicate and share the amazing and unforgettable times that the city offers.
Ykone’s answer: #visitdubai
We worked with celebrities, top, middle and micro influencers.
Collaborating with celebrities gives a strong echo to the campaign and mobilizes other groups of influencers, to promote the same message under one umbrella concept.
It was important to create a top down activation with many levels of engagement in order to touch multiple different targets.
We partnered with many personalities in order to touch multiple different targets.
We wanted to focus on the fact that Dubai is made for you, for family, friends and couples with options for everyone: nature, luxury shopping, food, unexpected activities…
Ykone proposed the right casting.
We worked with more than 200 qualified influencers selected from 6 key markets. It was crucial to classify them per category and per objective.
That permitted us to have a massive PR coverage and provide powerful international exposure in order to spread and highlight the brand’s message.
During our collaborations, we wanted to reach differents targets, and we adapted the content to each market’s aesthetics.
We have reached top influencers as families, couples, friends….
During the top influencer activations, we also invited mid/micro influencers to Dubai to experience a series of authentic experiences.
They created spontaneous and highly engaging content.
They enjoyed a different side of Dubai & made their communities change their perceptions thanks to the proximity and trusting relationship that these influencers share with their audience.
We reinforced the story of an amazing and diverse destination, that differed from the perception of business trips and cities just full of buildings and financial departments.
Over 5K publications allowed nearly 1,3B people to be reached and impacted by the campaign that no one could miss.
A step further
We learned how to take advantage of every opportunity.
From micro influencers to celebrities, you can cut cost tenfold
We Build a network of partners to provide more activities, and reduce the cost
This campaign is an example of how you can scale a tailor-made experience : every influencer can choose between 50 activities.