Dubai Tourism launches brand identity, definitely Dubai

Thursday 28, October 2010


Dubai Tourism launches brand identity, definitely Dubai


Dubai Tourism and Commerce Marketing (DTCM) launched Definitely Dubai - a new visual consumer-facing brand identity which will be rolled out across all future marketing collateral and campaigns globally.


A new consumer-facing website,, has been unveiled with specific UK and Ireland content to be added by the end of 2010.


The identity was developed internally as part of the destination’s long term strategy to drive visitors to Dubai. Definitely Dubai comprises a new logo inspired by Arabic calligraphy, Thuluth Script, which pays homage to the umbrella Government of Dubai logo. It has been designed to balance cultural roots of Dubai with a more contemporary style, reflecting the overall vision of the destination. The logo is written in English with an Arabic hand to clearly reflect Dubai’s cosmopolitan nature.


Later in 2010 alongside the visual identity, new tourism features specifically for UK and Irish visitors will be unveiled on the DTCM’s consumer facing website This will include information on air travel, promotions and tour operators that feature Dubai. Driven by a desire to rejuvenate and add to the current web presence, the DTCM has developed the concept of a comprehensive portal for visitors looking to go to Dubai.


The Definitely Dubai brand identity highlights the DTCM’s continued campaign to promote Dubai to new and repeat visitors, having seen guest numbers increase by nine per cent in the first half of 2010 year on year. The newly developed website highlights the importance of the UK and Irish markets which currently represent 10 per cent of Dubai’s global visitors, making it the largest source market.


Ian Scott, UK and Ireland director of the Government of Dubai, Department of Tourism and Commerce Marketing (DTCM), comments: “The Definitely Dubai brand identity has a contemporary edge, reflecting the Dubai offering and making it relevant to the diverse market to which the destination appeals. Its strength is its simplicity. It heralds an exciting new era for the DTCM in our drive to promote Dubai to UK and Irish travellers, and 'Definitely Dubai' will now provide the umbrella for a consumer brand campaign being launched later this year, with tactical activity to follow early in the new year”.



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