Just as we aim to exceed our guests’ expectations whenever they visit our hotels, our creative idea was to craft a rich, immersive online experience. With Jumeirah Inside, we’ve made it possible for users to explore all of our hotels and resorts globally. Burj Al Arab Jumeirah is one of the world’s most recognised landmarks and the flagship of Jumeirah Group. For this reason, we made it the main hotel feature of the experience.

We’ve used the natural curiosity about the Burj Al Arab Jumeirah to strengthen its association with the Jumeirah brand and create awareness of its portfolio of hotels and resorts around the world. The idea was based on Street View, but we used a different kind of engine for the 360° panoramas and added our own code to it. This allows for more creative freedom but, at the same time, allowed us to integrate various Google functionalities.

We created a cinematic storyline that guides users to the most exciting areas of Burj Al Arab Jumeirah. Users could explore the vibrant colours and water features in the atrium, dive into the Talise Spa infinity pool, activate the rotating bed in the Royal Suite and see Dubai from the exclusive helipad. The hotels feature 360° photospheres, spatial sounds, and over 600 interactive hotspots, alongside playful interactions with various elements of the hotels’ interiors, hidden treasures and never-seen-before footage.

To promote the campaign we used standard banner advertisements and produced a variety of creative media formats such as expandable banners that replicated the interactions of the platform, and 360° video pre-roll ads to provide users with a taste of the experience. The #JumeirahInside launch event was held at Burj Al Arab Jumeirah inviting 50 members of the press and 8 social influencers, resulting in impressive global press and social coverage.

To date:

Ad value: AED 1.8 million

UAE: 38% lift in ad recall, 26.5% lift in brand consideration

UK: 95.5% lift in ad recall, 19.5% lift in brand consideration

KSA: 56.5% lift in ad recall, 23% lift in brand consideration

USA: 69.5% lift in ad recall, 23.8% lift in brand consideration