How do you get UK residents to book a Dubai holiday when they have misconceptions? Take Dubai to them. If you never ‘go’, you never know. In a City where the weather is less than perfect, most people dream of sunnier climes and a break from the mundane, we wanted to give Londoners the chance to disappear to Dubai and immerse in the hidden experiences of Dubai that you don’t see.

In addition, whilst London Waterloo Station was the epicenter of the activation, our challenge was to ensure the campaign reached beyond the physical activation and hit a wider audience of people from the UK.

Dubai Tourism set-out to educate and encourage people to deeper explore what Dubai has to offer and enrich their knowledge of Dubai as a visitor destination.

At the heart of the campaign was an innovative experiential customer zone at Waterloo Station, allowing visitors to get up close to Dubai via interactive 360 video gaming, virtual reality displays and unique optical illusions, which saw ‘mirage’ like characters seemingly appear on the concourse, from skydivers and camels to scuba divers and falconers. Through influencer engagement and radio partnerships, #DubaiTomorrow was amplified nationwide driving people to Waterloo and the bespoke microsite: dubaitomorrow.com, both with daily chances to win trips to Dubai, open nationwide.To build anticipation of the activation in the run up to the event, we partnered with Instagram genius Paperboyo to create eight brand new images giving iconic London landmarks a distinct Dubai twist.