INSITE OOH Media Platform

Dubai’s skyline has once again turned into a canvas for world-class sport, as a bold new digital out-of-home campaign lights up the city to promote the Dubai Duty Free Tennis Championships. Building on the momentum of last year’s “It’s Go Time” launch, the latest execution feels more confident, more immersive, and far more connected to how people move through the city today.

The campaign appears across high-impact digital screens in key areas of Dubai, blending dynamic visuals with strong storytelling. The creative brings together international tennis stars in powerful, motion-driven compositions that feel alive on screen. Players are shown in action and in hero poses, reflecting the intensity and diversity of the tournament while reinforcing Dubai’s position as a global sports destination. The headline, “The whole world in the heart of Dubai”, places the city at the heart of the tennis world, speaking directly to residents and visitors alike.

What makes this campaign stand out is how naturally it fits into Dubai’s fast-paced, visually rich environment. The digital formats allow the creative to shine day and night, adapting to light conditions and drawing attention without feeling intrusive. Compared to the previous phase, this rollout feels more fluid and contemporary, making better use of motion, scale, and placement.

As the tournament approaches, the campaign succeeds in doing more than announcing dates. It creates anticipation, celebrates global talent, and reminds the city that, for a few weeks, the world of tennis meets right here in Dubai.