Dubai Tourism turns to Snapchat AR Lenses to encourage tourism

David Murphy

Dubai Corporation for Tourism and Commerce Marketing (Dubai Tourism) has released the results of a Snapchat campaign it ran in May to remind travellers that sunny days are ahead in Dubai, which will return as a popular go-to destination for international visitors once COVID-19 travel restrictions are eased.

As part of Dubai Tourism’s ‘Till we meet again’ campaign, four augmented reality (AR) Snapchat Lenses were developed to transport users in the UK and France to Dubai to experience famous destinations including the Burj Khalifa, the Dubai Frame, Al Seef, and Madinat Jumeirah.

More than 9.2m people in the UK and France used the Dubai Tourism Lenses to virtually visit local landmarks. The campaign, which ran over a two-week period, had strong engagement with Snapchatters in the UK and France, exceeding time-spent expectations by more than 180 per cent, before they shared it with friends and family on Snapchat.

A post-campaign brand study that ran in May examined users’ desire to consider Dubai as a travel destination once borders reopen and travel becomes possible. The findings from this study showed that more than 30 per cent of Snapchatters in the UK and France were positive about visiting Dubai once COVID-19 travel restrictions are eased, while their overall ad awareness greatly exceeded campaign expectations.

“Dubai Tourism is delighted with the success of this creative partnership with Snapchat, which has helped sustain global interest and consideration for Dubai by reinforcing its position as a safe must-visit destination,” said Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing. “Not only has this campaign spread positivity and happiness among travellers, but it has given them real motivation to plan for their next holiday to Dubai once the COVID-19 travel restrictions are eventually lifted.”