1. By:
Riyazi Farook

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. 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. 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. 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. 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. 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. 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. Media Campaign (Advertising- Holiday)
This particular adverts on ‘Holiday’ will be advertised in London underground, London
Bus, Billboards, WWW, and Travel Magazine

10. Media Campaign (Advertising- Investment)
The following two ‘Investment’ adverts will be advertised in London underground,
Billboards, www.dubaitourism.ae and Trade Magazines

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. 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. Dubai 2020

14. The Land Future Today
THANK YOU
Q&A

15. The Land Future Today
Riyazi Farook MA(UK), DipM(UK), IBI(UK), MCIM, AIIBI