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 that conveys our branding. 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.

From colour palette and font style to the eloquence of the platform’s interface and its use of images and videos, our branding is ever-present yet never overbearing. 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.

Jumeirah Inside has been designed in collaboration with Google and is available in 5 different languages, optimised for desktop, tablet and mobile devices. This is more than a tour through a building, it is a journey through a brand offering integrated booking and sharing capabilities allowing Jumeirah Inside to be unprecedented in scale and scope.

We created a cinematic storyline that guides users to the most exciting areas of Burj Al Arab Jumeirah. The visual assets used throughout the experience are always representative of the Jumeirah Group as the footage is taken at our hotels and resorts. Allowing users to explore the vibrant colours and playful water features in the atrium, dive into the Talise Spa infinity pool, activate the rotating bed in the magnificent Royal Suite and see Dubai from the exclusive helipad. Each of the 22 hotels are brought to life by 360° photospheres, spatial sounds, and over 600 interactive hotspots. It also features playful interactions with various elements of the hotels’ interiors, hidden treasures and never-been-seen exclusive footage. Users can navigate from hotel to hotel through an elegant interface that is beautiful in and of itself, with hotel thumbnails that subtly fill the background when selected.

To promote the campaign we not only used standard banner advertisements, but also 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 what to expect. 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.