Dubai Retail has covered up major highways and arterial roads in the UAE with a fresh out-of-home advertising campaign, positioning itself as one of the area's largest malls groups and retail hubs. The retail shopping brand takes a confident, assertive-sounding tagline, “This is Dubai Retail”, to emphasize its leadership in the retail category as it reminds motorists of its extensive portfolio. The imagery is balanced with architecturally-clean photography of their commercial structures, and blends them with lifestyle photos of customers. Along with easy-to-read typographic statements such as Over 40 malls & retail destinations and One of the region's largest group of malls and retail destinations, this campaign takes Dubai by the reins. They also add real-life photos of their malls, such as Nad AlSheba Mall and Palm Jumeriah Mall. Keeping the message short and sweet, the campaign relies on repetition and enormity to build awareness. On different formats of billboards, the brand identity is presented as one that is cohesive and congruent, allowing maximum recall since drivers are exposed to the message in various presentations. Geographically, the placements stretch across Sheikh Zayed Road and other high-traffic routes, ensuring the campaign intercepts both daily commuters and visitors moving between the city’s commercial districts. From digital screens to wide-format hoardings, Dubai Retail maximizes exposure with a mix of media that reinforces its status at scale. The rollout is less about a single mall or location, and more about brand consolidation, staking a claim as Dubai’s retail backbone. This campaign floated on Dubai’s uni-poles, digital screens, and hoardings in the third week of September.
