Dubai Tourism hands UK and Ireland brief to The Brighter Group

The Brighter Group has been awarded the UK and Ireland PR contract for Dubai Tourism, following a competitive pitch. The tourist board plans to attract 20 million visitors to Dubai every year by 2020.

The Brighter Group has been brought in to create a campaign that will boost visitor numbers, particularly in the family, luxury and couples market.

Central to Dubai’s UK strategy is an emphasis on millennials and high-net-worth couples, and The Brighter Group will aim to showcase what Dubai has to offer to both first time and repeat visitors.

Dubai is chiefly known for its beaches, architecture and theme parks. As a result, The Brighter Group’s PR strategy will be to highlight Dubai beyond this perception, and promote its foodie scene, as well as its range of art galleries and cultural experiences.

Sarah Long, head of PR at The Brighter Group, will lead the account and be supported by account directors Minty Woolgar and Amelia Williams.

Debbie Flynn, CEO of The Brighter Group, said: “We are delighted to be working with one of the world’s premier tourism destinations. Dubai has so much to offer British holidaymakers as it continues to invest in its tourism infrastructure.

“It is exciting to be part of the team working towards Dubai Tourism’s vision for 2020 of attracting 20 million visitors per year by 2020. We look forward to developing a long-standing relationship with Dubai Tourism and introducing media to a Dubai they haven’t seen before.”