DUBAI GOVERNMENT

Harnessing One Sport to Tell The Story of an Emirate

  • Advertising Campaigns
    • Brand Positioning
      • Content Creation

        Situation

        Various public and private sector entities of Dubai were investing heavily in golf on a global level. With the creation of one integrated marketing strategy driven by Dubai leadership, there was an opportunity to supercharge these existing investments and overlay missing links to form one powerful storytelling platform – aggressively driving tourism and global economic expansion.

        Action

        Working with our client Falcon & Associates – advisers to the Dubai leadership – and utilizing the European Tour’s major assets such as Tiger Woods, Henrik Stenson and Sergio Garcia, we created a five-year integrated marketing strategy to leverage the global sport of golf. This included golf tourism, storytelling across existing and new global golf sponsorships, B2B engagement in global golf experiential assets, and enhancing the marketing of prominent golf events. We then creatively executed the entire launch phase of this strategy to relevant audiences through a carefully crafted multichannel IMC plan.

        Results

        • 11 million views in Tiger Woods’ social content, his most successful ever  
        • $100M+ of media coverage for Dubai and Tiger Woods’ content in over 50 source markets
        • “Race to Dubai” brand launched in 27 countries across the European Tour in 2017
        • 250% above target in launch metric engagement for Golf In Dubai website (golfindubai.com) 
        Next Up
        Shaping Doha to Compete on an Olympic Level
        DOHA