To put focus on the culinary side of Dubai, we created and executed a major campaign with Dubai Department of Economy and Tourism. The campaign focused on a cookbook inspired by Dubai’s diverse food scene created specific for the campaign by a series of food influencers.
The campaign was two folded: first, we invited four food influencers from Denmark and Sweden to Dubai to explore the gastronomic offer in the city. From the trip, the influencers posted a series of reels and stories, while gathering inspiration. Because after the trip, they were to create a series of recipes based on their food experiences in Dubai.
The second part of the campaign consisted of the influencers creating the recipes based on their food experiences in Dubai. We then created a layout of the recipes as a digital cookbook including tips for food experiences, restaurants and hotels in Dubai.
Hereafter, the cookbook was spread on the influencers’ blogs and social media, via paid social, press activities and through the major Nordic tour operator Apollo.
See e.g. Louise Hansen’s blogpost here and Åsa Falkman’s blogpost here.
The Danish cookbook can be found here.
The Swedish cookbook can be found here.
The campaign was a great success and resulted in a reach of more than 3,6 millions and 25,000 engagements.