How Dubai has promoted itself is an almost unparalleled success story. From a small village in the desert it became a world famous city that is now sending an unmanned spacecraft to orbit Mars. Listen to the interesting story of their ventures into space including the present one that an Emirati woman is heading:
Is there any city in the world that can rival how Dubai through excellent marketing campaigns became a prominent spot on the world map? From nothing it now prides itself to be the place where global businesses meet. It has built some of the world’s tallest skyscrapers and is promoted as one of the top tourist destinations in the world. Not to mention a leading financial center and a thoroughly modern city in the Middle East with the best gender equality in the region. So far the results are fantastic from a PR point of view.
Next step – Mars
What do you do when you have done all that? Dubai’s answer is to construct and design an unmanned space probe that will orbit the Red Planet for up to four years. By doing so the UAE joins a small group of countries that are active in space and further brand themselves as progressive, modern and forward thinking. The mission is headquartered in the Mohammed bin Rashid Space Centre in Dubai.
To let an Emirati woman head the project is even better branding for the U.A.E. Enter Sarah Amiri.
Focusing on equality between men and women is not a new phenomena. When I lived in the Gulf “The Three Lubnas” was a popular trilogy i.e. Lubna Olayan, the top Saudi business woman, Sheikha Lubna Al Qarsimi, Minister for Foreign Trade who was previously Minister of Economic and Planning of the United Arab Emirates and my friend Lubna Hussain, NBC Correspondent in Riyadh who also has her own talk show on Saudi Television. Lubna Al Qarsimi send the latter an email about the three Lubnas and how funny it was that women named Lubna seemed to be at the forefront of women’s liberation in Saudi Arabia and the Gulf.
No matter what you think of Dubai, their marketing success is phenomenal. Cities, and countries, worldwide should learn from them how to create marketing campaigns that transform it to a prosperous and successful place that attracts people from all over the world. An attractive packaging makes a huge difference.
Do you agree that Dubai has been exceptionally successful with their branding? Is a space mission a logical next step? Have you been to Dubai? If so, are you of the opinion that the city lives up to the image their marketing campaigns convey? What do you think Dubai should do to get an even better image?
Video: The Wall Street Journal