​The project, conducted in 2021, was designed to identify the kind of advertising that makes Dubai attractive to tourists and business owners. The city is a fabulous place to live and work. It’s clean and safe, full of places to eat and drink, and has lots of interesting things to do and see. The creative team came up with about 40 videos, each featuring a different reason to visit or relocate to the city. By comparing the content of the videos with their ability to get people excited about the city, the most compelling themes and content elements were identified.

Here are some of the characteristics that worked best:
- Highlighting an area in which the city leads the world
- Showcasing a unique local attraction 
- Featuring an individual explaining why they’re happy they moved there
- Hearing from a happy, successful, independent woman

The findings helped the team develop a new series of stories, all of which performed within the top quartile of the initial batch.








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