Campaign details

Brand: Atlantis The Palm, Dubai
Brand owner: Atlantis Hotels & Resorts
Lead agency: FP7 McCann Dubai
Contributing agency: Magna Global Dubai
Country: United Arab Emirates
Industries: Hotels
Media channels: Competitions & contests, Events & experiential, Merchandise & free gifts, Online video, Radio & audio, Voice, chatbots
Budget: Up to 500k

Executive summary

The hotel market in Dubai is extremely competitive. There are more hotel keys per person than anywhere else in the world and the number of new rooms added each year grows by 10%.1 This is a place where people expect the new, the shiny and the Instagrammable. The Atlantis is one of the region's prize hotels, however, it wasn't new and its core audience was inbound tourism from the UK; a country that was spending less on outbound tourism due to financial pressures and geopolitical uncertainty. This disruption to a core revenue stream forced Atlantis to rethink its marketing strategy and audience focus.