Case Study: Dubai Tourism achieves +35pp ad awareness lift and broad engagement during lockdown with Snapchat AR Lenses

Dubai Tourism Encourages Snapchatters to Dream About Travel During the Lockdown

Dubai Tourism needed to keep the destination top-of-mind while international travel was halted during the April–May 2020 lockdown. With audiences quarantined in the UK and France, the challenge was to sustain destination equity, spread positivity and encourage future travel consideration despite no immediate ability to visit.

They partnered with Snapchat to launch bespoke AR Lenses that transported users to four Dubai landmarks (Burj Khalifa, Burj Al Arab, Al Seef and the Dubai Frame). The campaign reached 9 million Snapchatters across the UK and France, drove a 3.87% share rate and delivered an average ad-awareness lift of +35 percentage points, boosting engagement, word-of-mouth and future travel intent.

Dubai Tourism

Issam Kazim

Chief Executive Officer