timo volz

Through Snapchat’s virtual lenses, all roads lead to Dubai

Dubai Corporation for Tourism and Commerce Marketing (Dubai Tourism) and Snapchat launched a social media campaign to remind people living in the UK and France about the attractions in Dubai.

As a part of the ‘Till we meet again’ campaign, four augmented reality (AR) Snapchat lenses were developed to help transport people to prime locations in Dubai, such as Burj Khalifa, the Dubai Frame, Al Seef, and Madinat Jumeirah.

More than 9.2 million people participated in the campaign and visited the various landmarks virtually. The campaign, which ran for more than two weeks, created a strong engagement with Snapchat users in the UK and France; with time spent exceeding expectations and many people sharing content online.

A post-campaign brand study examined the users’ desire to consider Dubai as a travel destination, and the findings showed that more than 30% of Snapchat users were positive about visiting Dubai, once the travel restrictions were eased.

“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 the travellers, it has also given them some real motivation to plan their next holiday in Dubai when travel restrictions are lifted,” said Issam Kazim, CEO of Dubai Tourism.

Farimah Moeini, travel, retail and e-commerce lead of Snap Inc., Middle East, added: “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 to launch a campaign during lockdown, and thanks to this partnership, Snapchat users in France and the UK have been able to experience 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.”

Image credit:Timo Volz/Pexels


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