Dubai Tourism (DTCM)
Dubai Tourism Global Communities
Overview
Four years running Dubai Tourism's global communities: 1.4 million+ followers added across two national brands and five markets.
Challenge
Dubai Tourism's community channels had scale but needed compounding growth across markets with different languages, humour, and travel triggers, without diluting one brand voice.
Strategy / Big Idea
Run community as a product: market specific content calendars for the Global, US, Canada, India, and Pakistan channels, daily moderation as a listening engine, and monthly insight loops feeding what works back into the calendar.
Execution
Embedded client side from November 2018 to June 2022: multi market content calendars, publishing and moderation across Facebook, Instagram, and Twitter, monthly topline reporting, and integrated social strategies built from the channel data.
Outcome
My Dubai's Instagram grew from 700K to 1.2 million followers and Visit Dubai from 1.3 million to 2.2 million: 1.4 million+ followers added across the two national brands.
