A day in Dubai

Video content

Capturing the magic

An immersive, innovative piece of video content designed to convey the awe and emotion Dubai evokes, 'A day in Dubai' amassed almost 13,000 social interactions and drove thousands of page views – 89% of which were new visitors to the Travelbag website.

Secondary Image: Video content

Objective

Our main aim was to create the most shared piece of content across the Travelbag domain, with an initial target of 7,500 social interactions.

Other targets included acquiring early-stage research traffic into Travelbag’s funnel, raising Travelbag’s profile, visibility and brand awareness, and driving sales of Travelbag’s Dubai holiday deals.

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Third Image: Video content

How we did it

We felt the best approach to sell Dubai was to find a way to convey the awe and emotion it inspires in travellers. We wanted to convince the audience of the amazing opportunities Dubai hosts, and ultimately drive sales of Travelbag’s holiday packages.

After brainstorming a number of ideas, we felt video was the only immersive way we could portray Dubai as a destination. We were determined to create the feeling of being in Dubai, giving our visitors as close an experience to actually being there as possible.

Google generates more than 115,000,000 results for the search term ‘Things to do in Dubai’ - but most of those results are text-based. They’re not immersive experiences that excite audiences. Our use of video was a deliberately different way to reach and engage Dubai destination researchers.

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