By:
Riyazi Farook
Destination Brand

 Destination branding is the management of place image
 through strategic innovation and coordinated ec...
Brand
—The Dubai Department of Tourism and Commerce Marketing (DTCM)
launched the Dubai Heart in 2005
Accordint to DTCM:
—...
Dubai comparison
                                 Dubai under-construction in
                                 1991,from i...
Dubai background

• Dubai one of seven Emirates within the United Arab Emirates
(UAE)
• Dubai is situated on only a 4114 S...
Current situation in Dubai
Tourism
— The world’s finest beaches such as Al Mamza beach, Jumeirah beach etc attract
million...
Current situation in Dubai
Investment

—Dubai attracts investors taking advantage of the tax free status
—Constructions an...
Media Campaign (Advertising)

This general advert will features in all advertising medium we have chosen (London
undergrou...
Media Campaign (Advertising- Holiday)

This particular adverts on ‘Holiday’ will be advertised in London underground, Lond...
Media Campaign (Advertising- Investment)
The following two ‘Investment’ adverts will be advertised in London underground,
...
Media Campaign (Advertising)

This particular holiday adverts will be advertised in London underground, London Bus,
Billbo...
Conclusion
To conclude,one can say that
 It is paramount that there would be a huge spending on several
projects depite t...
Dubai 2020
The Land Future Today


       THANK YOU
         Q&A
The Land Future Today
  Riyazi Farook MA(UK), DipM(UK), IBI(UK), MCIM, AIIBI
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My Presentation Destination Brand (Dubai) 2007

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Transcript of "My Presentation Destination Brand (Dubai) 2007"

  1. 1. By: Riyazi Farook
  2. 2. Destination Brand Destination branding is the management of place image through strategic innovation and coordinated economic, commercial , social, cultural and government policy’ this is according to Simon Anholt in 2007. A good destination branding must possess clear advantages which are; Create a common vision for the future of the community and its potential. Provide a consistent representation of the place. Enhance its local, regional and/or global awareness and position. Shed unfavorable stereotypes associated with a place and make it more appealing.
  3. 3. Brand —The Dubai Department of Tourism and Commerce Marketing (DTCM) launched the Dubai Heart in 2005 Accordint to DTCM: —The ‘Dubai Heart’ means different things to different people —Red colored heart represents ‘courage’ and ‘dynamism’ of leadership in the region — Heart logo has Dubai name in it —Heart logo reflects Dubai’s strong character, healthy and vibrant and always full of life “Even when the whole body is asleep, the heart is at work diligently pumping and that is an expressive comment about Dubai,” — According to DTCM Director of Operations, all other Heart based destination brands were successful in the past such as
  4. 4. Dubai comparison Dubai under-construction in 1991,from it previous state of being a desert Today’s Dubai transformed into one of the most beautiful city in the world with the mega buildings.
  5. 5. Dubai background • Dubai one of seven Emirates within the United Arab Emirates (UAE) • Dubai is situated on only a 4114 Square Kilometers-only 17kms of beach • Dubai's historical economic growth has been truly impressive. In particular, since the year 2000, real GDP has been growing at a compounded annual growth rate of 13 per cent • The Dubai economy has also been growing faster than the emerging economies of China and India, and the developed economies of Ireland, Singapore and the US. • Population 1.85 million Population expected to grow to 2.5 million within 3 years • Dubai has a diverse and multicultural society
  6. 6. Current situation in Dubai Tourism — The world’s finest beaches such as Al Mamza beach, Jumeirah beach etc attract millions of tourists into Dubai every year — The city has the most exotic hotels in the world, including the world’s tallest and luxurious (7star) hotel which attracts different people from all walks of life incluidng celebrities across the globe. — The biggest shopping mall (Dubai Mall) in the world is another place that tourists look forward to visiting when they go to Dubai — The city’s diffrent airport links and port facilities makes it so easily accessible for visitors —Dubai hosts some of the world renown cultural, shopping, and sport events such as (The Dubai Shopping Festival,The Desert Classic Golf Tournament,The Dubai Summer Surprises,The Dubai World Cup, and Dubai Motor show)
  7. 7. Current situation in Dubai Investment —Dubai attracts investors taking advantage of the tax free status —Constructions and developments that are now primariliy focused on foreign investors such developments are; The Palms, The World, Dubailand, Sports City, 3rd Intl Airport, Business Bay,Dubai Waterfront, and International City —Dubai’s property market is like no other in the World, it has the world’s biggest real estate investment group (EMAAR) and other leading real estate investment companies that are mainly targetting at foreign investors. — Other things attractign investment would be Corporate regional headquarters, distribution and logistics, Banking & Finance, Business and industrial consulting, Information and Communications Technology & manufacturing
  8. 8. Media Campaign (Advertising) This general advert will features in all advertising medium we have chosen (London underground, London Bus, Billboards, WWW, Travel Magazine, Trade Magazine, and Local News Paper
  9. 9. Media Campaign (Advertising- Holiday) This particular adverts on ‘Holiday’ will be advertised in London underground, London Bus, Billboards, WWW, and Travel Magazine
  10. 10. Media Campaign (Advertising- Investment) The following two ‘Investment’ adverts will be advertised in London underground, Billboards, www.dubaitourism.ae and Trade Magazines
  11. 11. Media Campaign (Advertising) This particular holiday adverts will be advertised in London underground, London Bus, Billboards, WWW (eg:expedia.com), and Travel Magazines
  12. 12. Conclusion To conclude,one can say that  It is paramount that there would be a huge spending on several projects depite the recession to make Dubai the dream land that people projected it to be  When all these projects are completed, the Dubai world should look a different place  For tourists, rememeber nobody does it with quite the same breathtaking vision as the world famous tourist city “Dubai”  A word for all the investors having the courage to invest now pay dividends later.
  13. 13. Dubai 2020
  14. 14. The Land Future Today THANK YOU Q&A
  15. 15. The Land Future Today Riyazi Farook MA(UK), DipM(UK), IBI(UK), MCIM, AIIBI

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