Doubling Visitors To Dubai By Building A New Marketing Ecosystem

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Marketing Transformation Challenge:

  • Increase visitors to Dubai from 10m tourists in 2015 to 20m tourists in 2020.

The Solution:

  • Define and Design the internal marketing structures and external agencies – ‘The Marketing Ecosystem’.
  • Review 220 agencies and partners globally into 8 transformational workstreams.
  • Screen to find providers, review and rewrite all RFPs to ensure clear scopes of work and evaluation criteria.
  • Pitch process and management.
  • Contractual support and guidance.
  • Strategic review of key media deals/partnerships e.g. Google, Facebook, Twitter, TripAdvisor.
  • On-boarding of new agencies.
  • Internal and external process design and ways of working.
  • Recruit a Global Media Director.

Outputs and Benefits:

  • Very significant cost savings and cost avoidance by negotiating, de-duplicating, improving scopes of work and contracts, integrating and building better processes.
  • Savings due to halting the selection of marketing tools.
  • Setting the organisation up for sustainable success through internal and external ecosystem review.
  • Specifying the best roles, job descriptions and profiles for key positions within DTCM.