Case Study

The Burj Al Arab

IBAA - Global TVC, Social and Digital campaign.

Case Study Film

My Role and Responsibilities

CCO & Creative Lead

Creative Direction
Design Direction
Production Oversight

Date: 2021 - 2022
Agency: Beautiful Destinations

Brief

Reimagine a Global luxury hospitality Icon, steeped in secrecy, as an exciting competitive tourism attraction in Dubai.

Challenge

The Burj Al Arab has typically been a destination for the super wealthy and an older generation. We needed to excite a new audience with the until recently hidden wonders of the more exclusive elements of an iconic brand.

Idea

‘Defy Reality, and Redefine wonder’ - Stepping into the Burj, one of the only 7 star hotels in the world, truly is a wonder and awe inspiring experience.They asked BD to craft a campaign to intrigue and invite guests to experience the delights of the Burj, and we responded with a campaign to literally, ‘Redefine Wonder’. Yhemed around a concept of Alice stepping into Wonderland, and the hotel's iconic butler as our talismanic ‘White Rabbit’ guide, building over 500 assets, we crafted a story of intrigue to show the world how they can experience the reality defying wonders of the Burj first hand.

Expression

Brand Strategy, Tagline, Logo and Brand refresh, Film, Digital Focused Content, Photography, Design, Tone Of Voice.

Result

IBAA saw a dramatic increase in their direct bookings and received huge earned media results within Dubai and the UAE.

Over 30 Million Views across Campaign & Social

Over 50% Increase in Web Traffic

40% Increase in Direct Bookings

30% Increase in Owned Social Media Growth

Defy Reality and Redefine Wonder - Hero TVC

The campaign hero Ad featured a :60 :30 :15 and :06 version

We built a small library of supporting platform specific Reels, One takers, Stories and photography. For Pre launch teasers and always on content throughout the campaign. With over 100 assets, being too many to show - Below is a selection from the campaign:

A selection of OOH & Digital Campaign assets

Overview

The Burj Al Arab is arguably the most iconic hotel in the world.

At seven stars, it is globally known for its luxury and extravagance and is the jewel in the Jumeirah hotels and resorts crown.

After years of intrigue and curiosity, they have opened the Burj to the public, and the infamous Royal Suite as a tourism attraction to show the world the highest echelons of luxury hospitality.

They asked us to craft a campaign to intrigue and invite guests to experience the delights of the Burj, and we responded with a campaign to literally, ‘Redefine Wonder’.

Themed around a concept of Alice stepping into Wonderland, and the hotels iconic Butler as our talismanic ‘White Rabbit’ guide, we crafted a story of intrigue to show the world how they can experience the reality defying wonders of the Burj first hand.

From Digital to OOH and a social first vertical video lead multi platform approach, we enticed guests from all over the world, seeing visitor numbers soar as the campaign grew and attracting influencers and celeb guests to see the venue first hand.

In the end, delivering a hugely impactful campaign that truly did defy reality, and redefine wonder.

The Impact