Redefine Wonder - The Burj Al Arab

MY ROLE:

CCO, Creative Lead, Creative director

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’. Themed 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