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Dubai Tourism campaign wins Gold in the Travel and Leisure category at the SABRE Awards Latin America

Dubai Tourism’s Brazil office, acknowledged for exceptional blogger campaign promoting Dubai within Brazil

Dubai 20 December 2015: A Dubai Tourism campaign has won a prestigious PR award for a campaign designed to position Dubai as a destination of choice to Brazilian holidaymakers. The Brazil office of the Department of Tourism and Commerce Marketing (Dubai Tourism) won a Gold honour in the Travel and Leisure category at the SABRE Awards Latin America - globally acknowledged as one of the most prestigious public relations awards in the world.

The campaign – entitled ‘Brazilian Bloggers - engaged the popular reality online fashion show #CamieVicTakeDubai. Featuring two of Brazil’s most influential bloggers Camila Coutinho and Victoria Ceridono – over four episodes, the bloggers were invited to visit Dubai in the beginning of 2015 to promote Dubai Shopping Festival and film some of Dubai’s main tourist hotspots. Alongside the series, the campaign was supported by a series of blog posts, social media engagement, and coverage in top tier lifestyle magazines, resulting in widespread national coverage.

The project also resulted in a strong online engagement, as the bloggers with the audiences and answered their questions on Dubai’s culture and attractions. The episodes filmed in Dubai also attracted a record number viewers, surpassing 400.000 online views to date.

The project received a classification for the awards in two categories: Diamond SABRE Awards - Superior Achievement in Brand-Building and Gold SABRE Awards - Travel and Leisure. The SABRE Awards, which attract close to 5,000 entries globally each year, provide the premier showcase for the best that public relations has to offer, celebrating winning work via SABRE annual awards dinners, attended by more than 1,000 industry leaders every year.

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About Dubai’s Department of Tourism and Commerce Marketing (DTCM)

With the ultimate vision of positioning Dubai as the world’s leading tourism destination and commercial hub, Dubai’s Department of Tourism and Commerce Marketing’s (DTCM) mission is to increase the awareness of Dubai to global audiences and to attract tourists and inward investment into the Emirate.

DTCM is the principal authority for the planning, supervision, development and marketing of Dubai’s tourism sector; markets and promotes the Emirate’s commerce sector; and is responsible for the licencing and classification of all tourism services, including hotels, tour operators and travel agents. Brands and departments within the DTCM portfolio include Dubai Convention and Events Bureau, Dubai Calendar, and Dubai Festivals and Retail Establishment (formerly known as Dubai Events and Promotions Establishment).

FOR FURTHER INFORMATION PLEASE CONTACT:

Dubai Tourism

[+971] 600 55 5559

[+971] 4 201 0491