Dubai Department of Economy & Tourism
End-to-End Digital Strategy & Execution
Over the past ten years we have contributed to raising Dubai's status as a coveted travel destination for Chinese outbound travellers.
10+
Years Partnership
#3
WeChat Ranking
25M+
Video Views
1.6M
Engagements
The Challenge
Dubai needed to establish itself as a premier travel destination for Chinese tourists in an increasingly competitive market. The challenge was to create authentic, culturally relevant content that would resonate with Chinese consumers across multiple digital platforms while maintaining brand consistency.
Our Solution
As part of managing Dubai Department of Economy & Tourism's China Digital Strategy, we produce always-on-communication across a mix of established, emerging and travel-focused social media. We work with KOLs, create original videos, run interactive campaigns, and develop custom creative content including hand-drawn digital illustrations.
Campaign Visuals
A selection of creative assets and campaign materials from our work
Localising Videos on Bilibili
2024 WeChat Industry Ranking
Sharing Unique Experiences on RedNote
Xing Fei's Spring Festival TVC
Xing Fei on DET's RedNote
Always-On KOL Marketing
Podcast Episodes on Xiaoyuzhou
Podcast Episodes on Ximalaya
Campaign Highlights
Key initiatives and achievements from our partnership
Celebrity TVC Campaign
Invited actor Xing Fei to film DET's 2025 Spring Festival TVC, showcasing Dubai's unique charm during the holiday season. Managed all negotiations, on-site filming, and final production.
Always-On KOL Marketing
Collaborated with 26 KOLs and 16 KOCs to co-create over 100 pieces of original content and livestreaming across multiple platforms.
Podcast Partnership
Partnered with Xiaoyuzhou and Ximalaya to produce six podcast episodes, resulting in over 20 million exposures and 800,000+ interactions.
Creative Content
Oversee creative direction featuring original hand-drawn digital illustrations, custom red envelopes blending Dubai's attractions with Chinese elements, and playful animations.
Results
DET consistently receives accolades in industry rankings for exceptional performance on China's social media
In 2024, DET's WeChat account ranked 3rd among leading overseas Destination Marketing Organizations
Celebrity TVC campaign achieved over 830,000 cumulative views on the actor's social media
More than 500,000 views on DET's official channels
KOL campaign garnered over 25 million views and 1.6 million engagements
Achieved CPE below industry average