BBC World TV campaign puts Dubai in limelight

MUMBAI: The Dubai Department of Tourism and Commerce Marketing (DTCM) recently conducted a three-week-long advertising campaign on the BBC World TV that gave millions of viewers across the world a visual feel of the trading hub of the Middle East during peak-time programmes.



DTCM manager media and advertising Ahmed Al Tunaiji said, "The campaign forms part of the aggressive marketing agenda the department has set for itself to promote Dubai in overseas markets. The campaign added punch to the ongoing initiatives in established and emerging source markets."

Tunaiji added that the commercials were broadcast before and after the programmes. BBC World TV has a gigantic reach in over 260 million households in over 200 countries and territories worldwide, including 945,000 hotel rooms, 18 airlines and 14 cruise ships, informed an official release.

The department added four new exhibitions to its list of overseas promotions this year to enlarge the scope of its marketing agenda. The BBC World TV campaign comes in the wake of enormous interest in Dubai coming from different parts of the world, the release says.

The department had conducted an extensive television campaign early this year - in time with the beginning of the holiday season in many parts of the world.

DTCM has had an office in India for the last seven years which has been functioning as an initial contact point and query-processing centre for the Indian travel trade interested in doing business in Dubai.

The release informs that the Indian office aims at promoting commerce and tourism, through the organisation of marketing activities such as presentations, roadshows, advertising, brochure distribution, direct sales meetings and media education programmes, which include familiarisation visits for business and travel journalists to Dubai.

Owing to its excellence at marketing 'Discover Dubai', DTCM India was recently adjudged the 'Best International Tourism Board in India' by the Indian travel industry at the Galileo Express Travel and Tourism Awards in New Delhi, says the release.

DTCM aims to play an important role in boosting bilateral ties by promoting a widespread awareness of the opportunities Dubai has to offer in both business and tourism.

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