/ case study

to Dubai with love

ClientDubai Tourism Board
ExpertiseIntegrated Communications
Client Dubai Tourism Board OfficeAction Russia Expertise Integrated Communications Industry Tourism Related Links www.dubaiwithlove.com

the challenge

Dubai Tourism were keen to attract a greater number of travellers from Russia & the CIS. They also wanted to showcase to this audience the diversity of tourism programmes on offer and highlight its strong positioning as a top leisure destination, making it a loved destination amongst this target group.

our approach

Action Russia Together with Dubai Tourism created a campaign called, “To Dubai with love” – which centred on an integrated social media influencer campaign. Five celebrity couples were screened and selected and asked to visit Dubai with tailor-made themed itineraries for each: Culture, Quintessential, Relaxation, Gastronomy and Adventure. The influencers then showcased their travel and adventure on their Instagram accounts.

In addition to this a competition was weaved into the campaign, participants chose one of the celebrity couples as their “mentors” and were challenged with fulfilling a task designed by each couple that was related to their theme. They were then asked to post it to specially designed website dubai.women.ru. to enter. The prize was a sought after, Insta-worthy trip for 60 couples to Dubai, including must-visit attractions and closing with a memorable Valentine’s Day party at the newly opened W at the Palm hotel. The entire campaign was also supported with media relations outreach.

the campaign


  • 3400 entered the contest
  • Over 13 mln engaged with the campaign on Instagram
  • Over 50 publications in online media

let’s work together