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Trade Partnership: Bourne Community Champs	Broadcast Pitching: This Morning	Thought Leadership: Dubai Tourism	Press Office: Columbia Beach Resort

Case Studies - Thought leadership - Dubai Tourism

Objective: Position Ian Scott, Director UK & Ireland, Dubai Tourism as a Thought Leader within the industry whilst highlighting Dubai’s key messages.

How we did it: In order to generate news content for Scott to share with the industry, we undertook some in depth research from UK consumers, the results of which were used to write a white paper and pitch in exclusive insights to both TTG and Travel Weekly. To maximise talkability within these publications, it was imperative we chose a subject matter that presented impartial information relative to wider industry issues, but that we could also use to highlight key messages about Dubai. With this in mind we polled the UK on their holiday booking habits inclusive of what they consider to be both affordable luxury and luxury product offerings – a key misconception for Dubai being its lack of affordability. To extend coverage further, we also drafted a press release on the overall research figures and issued it to all other trade titles.

Results: We produced a white paper that allowed for two distinct stories to be pitched in. Each story ran as a DPS in both the print and online versions of TTG and Travel Weekly – the first covered affordable luxury versus luxury whilst the second focused on a broader look at consumer booking habits. Both titles included references to Dubai throughout as well as comment and advice from Scott. The resulting coverage secured an advertising value of £49,270 and the exposure strengthened Scott’s profile, resulting in him moving up the ladder of industry commentary figures the news teams regularly utilise for quotes on issues.

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