Pushing the boundaries in Dubai
There is only one place in the world which can boast a skyline with such an array of innovative skyscrapers and high-rise buildings. If it’s the tallest, largest or most luxurious it is more than likely to be in Dubai!
This ever growing global city has quickly emerged as a cosmopolitan metropolis. Home to just over 2 million people from more than 200 nationalities the local people, called Emiratis, make up only 15% of the total population.
What makes Dubai so desirable? Not only does the sun shine almost every day, it is also known for being very safe, politically stable, having good education and healthcare systems and is constantly pushing the boundaries in terms of design and what is perceived to be possible… not to mention the salaries being tax-free!
So how has Dubai achieved this relatively new economic success? Although their economy was historically built on the oil industry, Dubai decided to diversify from a trade-based but oil-reliant economy to become more focused on service and tourism, establishing the emirate as an irresistible tourist destination. By funnelling money into construction and hosting mega-sporting events, oil now accounts for very little of Dubai’s revenue and its economy today is driven mainly from tourism, aviation, real estate and financial services.
This unrelenting focus on tourism has led to over 600+ hotels being developed in recent years, many of which offer a truly unique experience for their customers. Three of the most famous and distinctive are the following:
The Burj Al Arab
The most luxurious hotel in the world. This sail-shaped hotel is the only 7-star hotel that exists and is the tallest off-shore structure in the world, built on a man- made island just off the coast.
The JW Marriott Marquis Hotel
The tallest hotel in the world standing at 72 stories and consisting of a twin-tower skyscraper complex.
Atlantis The Palm
This hotel is built on another one of the man-made islands and offers bedrooms surrounded by an aquarium, a waterpark, 21 restaurants, a range of shops, nightclubs and even some of the best live music events in the country.
Based on the examples above, it is clear to see why Dubai hotels are said to be the best and to provide one of the most luxurious services in the world. In a fiercely competitive environment, it’s imperative that each property knows its market and delivers integrated, consistent messaging to appeal to prospective customers.
At LAW Creative we are experts in hotel and leisure marketing, working on direct marketing, advertising, digital and promotional campaigns for a variety of hotel brands. Understanding your USP’s and target audience are the first steps to successfully positioning your brand within the market.
But what is on the horizon for this emirate? It was announced in November 2013 that Dubai had won their bid to host the Expo 2020. The Expo event is held once every 5 years and this will be the first time the event has ever taken place within the Middle East. The Expo lasts for a period of six months and attracts millions of visitors with countries around the world showcasing the latest in architecture and technology. Securing this event is expected to create over 250,000 jobs in Dubai with the build of a huge exhibition centre and improvements to roads, public transport and airports.
The theme for the Expo will be ‘connecting minds, creating the future’ and as always innovation will be a huge part of this event. Already known for some of the most iconic buildings in the world, Dubai is expected to push itself to the next level in the run up to 2020.
It is clear to see how much Dubai has developed and grown into a desirable destination through its investment in design, architecture and innovative forward thinking. Here at LAW Creative we are always striving to push the boundaries in terms of design and creativity. With well-planned and executed integrated marketing strategies, boundaries can be pushed and brand perceptions can be changed. Don’t be afraid to think outside the box in order to really stand out from the crowd. We have a team of creative thinkers with an array of specialist skills ready for any challenge – from digital marketing and branding to integrated campaigns. Get in touch to see how we can help you.