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.
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 (Launch Campaign)
Over 50% Increase in Web Traffic
40% Increase in Direct Bookings
30% Increase in Owned Social Media Growth
Campaign Markets: UK, Germany, Spain, France, Russia, USA, Latam
Campaign languages: English, French, Russian, Arabic, German.