On behalf of Dubai Tourism, Related arranged and coordinated a strategic PR and marketing partnership with Sweden’s biggest commercial radio station. Every week, 3.5 million Swedes listen to Mix Megapol.
With the aim to create a hype and buzz around Dubai as a tourism destination and ‘make it the talk of the town’ among Swedish girls and women, DTCM sponsored Mix Megapol Girlplane’s 10 Year Anniversary. The main activity was a competition where the listeners could nominate their friends to get a ticket for the plane, taking a lot of women to Dubai with everything included.
A supporting PR campaign also aimed to reinforce destination branding and increase destination visibility, push sales as well as counteract misperceptions among the key target segment of Swedish women.
Dubai Tourism received a total of 4 weeks of exposure, with daily jingles and promotions for the trip, as well as editorial coverage. Total media value across all platforms (radio, print advertising, social media) estimated to 619,800 USD.