The Emirates Media Office and the Ministry of Economy have filled the streets of Dubai with the latest campaign “World’s Coolest Winter” to support tourism in the United Arab Emirates! The “World’s Coolest Winter” campaign, is executed by the United Arab Emirates Government Media Office in cooperation with the Ministry of Economy and other entities related to culture, tourism, and heritage in the UAE. The campaign is a part of the efforts that aim to support outbound tourism and domestic tourism to attract tourists from the UAE and from all over the world! Also, a website was launched for the campaign lately that is dedicated to informing people about the places one can visit in the Emirates, especially in Winter! The website’s home page starts with a quote by Vice President & Prime Minister of UAE & Ruler of Dubai Mohammed Bin Rashid Al Maktoum that says “Winter brings great moments and experiences. Like everything else in the UAE, we aim to make every winter the best in the world.” On the billboards was the third edition of the campaign which was taken off with the theme Mawroothna translated to Our Heritage to highlight the valuable Emirati culture and its unique features that include solidarity tolerance, and hospitality. The second edition was launched last January by His Highness Sheikh Mohammad Bin Rashid and appeared on Dubai’s billboards as well. The campaign has been placed on major roads, indicating a geo-distribution that targets a broad audience and hence introduces the service to a newer demographic. The OOH campaign also came in different shapes and sizes such as digital billboards, lampposts, and Mega Com. So, it makes it easier to be catchy for people walking or driving from any direction. Moreover, in the ad copy, The Emirates used both English and Arabic languages, to communicate with every demography on the street.
