Dubai's Department of Tourism and Commerce (Dubai Tourism) has formed a partnership with Turner Asia Pacific to launch a digital campaign with an aim to increase the number of Chinese travellers to the region.
The campaign features illustrated bunny character Tuzki - a popular emotion among Chinese netizens - who appears in a series of short digital clips its vacation in Dubai. The series is aimed at showcasing the emirate's attractions and experiences to Chinese netizens.
In a dedicated website, and on Weibo and WeChat, netizens can follow Tuzki’s journey in Dubai and interact via a H5 platform (an interactive platform that allows WeChat users to create interactive campaigns), where they can ‘virtually’ play with Tuzki in Dubai.
"Through Tuzki, we hope to capture the imagination of Chinese netizens to participate in the campaign via social and digital touchpoints, further highlighting our ongoing efforts to work with relevant industry partners to deliver initiatives that will highlight Dubai as a ‘must-visit’ destination," said Issam Kazim, CEO, Dubai Corporation for Tourism and Commerce Marketing.
“Tuzki has found himself in many interesting places over the years – from the screens of millions of young Chinese mobile users to the Paris Fashion Week catwalk. This digital rabbit is the perfect ambassador for Chinese tourists to Dubai, and will show them that this remarkable place has a unique personality and welcomes them with a sense of fun,” said Clement Schwebig, Turner’s managing director of China and CFO of Asia Pacific.
In the first seven months of 2019, Dubai recorded 575,000 visitors from China, an increase of 12% compared to the same period in 2018. To further tap into the potential of Chinese travellers, Dubai Tourism has launched the Dubai Mini Assistant, featuring 10 new mobile-based digital audio tours to highlight attractions, local historic sites, and cultural landmarks for Chinese netizens.
"China continues to be one of the top source markets for Dubai’s tourism industry, and we are committed to engaging Chinese tourists all year round through innovative marketing activities," Kazim concluded.