The Egyptian OOH market has been always welcoming national and international campaigns, brands and stars with an open arm, this January Dubai Corporation of Tourism & Commerce Marketing is attracting more tourists to their hometown with a multi-channel campaign, using celebrity branding marketing strategy to feature Hollywood female leads Gwyneth Paltrow, Kate Hudson and Zoe Saldana.
The creative idea of creating a short film to inspire people to come and visit Dubai is a million-dollar idea, in the light of the UAE's recently released 5 years visa to lure holidaymakers, and using global artists like Paltrow, Hudson and Saldana is a plus. The movie is called “A story takes flight” which is also mentioned in the ad copy of the outdoor campaign that is fully integrated with the multi-channel campaign, starring the three stars that seem to be having the time of their lives in different touristic attractions in Dubai on Cairo’s billboards. The brand's logo lies there on the bottom space and the website URL is used as a call-to-action for the billboards viewers.
Appearing on Cairo, Egypt’s billboards during the first week of January, the campaign is using uni-poles and double-decker poles in many locations that serve their huge media plan across Greater Cairo.
Industry: Hospitality & Tourism
Brand: Visit Dubai
Advertiser: Dubai Corporation of Tourism & Commerce Marketing
OOH Size: Double-decker Pole | Gate | Uni-Pole
Region: North Africa
Tags: Brand Ambassador | Gwyneth Paltrow | Kate Hudson | Zoe Saldana | #AStoryTakesFlight
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