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Campaign launched to rejuvenate Dubai tourism
Dubai Tourism and Commerce Marketing (DTCM) has launched Definitely Dubai, a new brand identity as part of efforts to revitalise tourism into the emirate state.
The marketing campaign has been developed internally and has been billed as being part of the destination's "long term strategy" to attract visitors.
A new website - www.definitelydubai.com - has been created for the campaign. Later this year the website will include features specifically for UK and Irish visitors, a key market for the country.
Dubai has been hit hard by the economic slowdown and there have been concerns whether the state can sustain the tourism infrastructure it has created in a relatively short time.
However, there have been encouraging signs with a boost in hotel occupancy figures.
On Monday (25 october), the International Monetary Fund (IMF) said the UAE economy as a whole was set to bounce back and grow by 2.4 per cent in 2010 - following 2009 when the economy contracted by 2.3 per cent.
Ian Scott, UK and Ireland director of DTCM, said: "The Definitely Dubai brand identity has a contemporary edge, reflecting the Dubai offering and making it relevant to the diverse market to which the destination appeals.
"Its strength is its simplicity. It heralds an exciting new era for the DTCM in our drive to promote Dubai to UK and Irish travellers, and 'Definitely Dubai' will now provide the umbrella for a consumer brand campaign being launched later this year, with tactical activity to follow early in the new year."
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