Dubai’s Department of Tourism and Commerce Marketing partnered with WarnerMedia’s Turner Asia Pacific to launch a new digital campaign starring Tuzki in a drive to attract more tourists from China where the emoticon is a popular touchstone.
The campaign aims to provide Chinese visitors with an interactive experience that uses the character to create a relatable link between Chinese consumers and the emirate nation. It features a series of short digital clips showcasing Tuzki’s Ultimate Dubai Vacation to educate consumers about the emirate’s key points of interest and its most iconic experiences.
Chinese consumers will be invited to follow Tuzki’s journey on DubaiTourism.cn, Weibo and WeChat and participate in an interactive competition where they can virtually play with Tuzki in Dubai for the chance to win holiday packages.
“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. Our partnership with Turner highlights the importance of leveraging digital platforms to raise awareness levels in a creative way,” says Issam Kazim, CEO, Dubai Corporation for Tourism and Commerce Marketing.
“Through Tuzki, we aim 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.”
The partnership with Turner Asia Pacific marks the first time Dubai Tourism has used character licensing in its destination campaigns.
Clement Schwebig, Turner’s Managing Director of China, and CFO of Asia Pacific, says: “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. But being the centre of such an innovative project is certainly up there as one of the most epic!”