The new Dubai brand, unveiled at Arabian Travel Market, will form a major part of the emirate’s ambition to hit 20 million annual visitors by 2020 and position itself as the world’s most visited city.
The Department of Tourism Commerce Marketing (DTCM) explained that it has been designed to communicate Dubai’s “culture of success and its spirit of rising to any challenge”.
It will be an integral part of a global marketing campaign that will take place later this year, and in the meantime will be used by government departments and bodies to speak with “one voice” to its citizens and visitors.
“The new logo features the word ‘Dubai’ written in both Arabic and Roman alphabets, representing the fact that the city is a fusion of cultures and nationalities – a result of the historic and present day approach of being outward looking and open to ideas from across the globe,” Dubai Corporation for Tourism and Commerce Marketing Issam Kazim said.
“But the new brand is much more than just a logo – it is a new way of talking about Dubai and a new way of looking at how we will provide value for investors in and visitors to Dubai..
The brand is accompanied by a new digital platform with a new website and app previewed at ATM.
Both have been “designed to inspire and inform at every stage of the consumer journey”, with experiences its major focus, in line with the new marketing blueprint that was launched on Monday. Both will be launched in the coming months.
“The objective behind the launch of the unified brand for Dubai is part of the unified marketing efforts of the city under one name and one identity – Dubai, DTCM director general Helal Almarri said. “The new brand is based on the proposition that Dubai is a city where remarkable things happen.”
