Dubai Tourism Encourages Snapchatters to Dream About Travel During the Lockdown


Snapchatters reached between the UK and France


average share rate in the UK and France


average ad awareness lift in the UK and France

The Story
With travel completely shut down at the height of the pandemic in April and May 2020, Dubai Tourism sought to maintain destination equity amongst Snapchatters under quarantine in the UK and France by leveraging Snapchat’s industry-leading augmented reality capabilities to spread positivity and remind people that sunny days are just ahead in Dubai.
The Solution
Dubai Tourism teamed up with Snapchat surprising and delight Snapchatters with a bespoke augmented reality Lens experience. Upon activating the Lenses, the Snapchatter would be transported to four featured landmark destinations in the city: the Burj Khalifa, Burj Al Arab, Al Seef, and the Dubai Frame. The goal was for the Lenses to drive engagement, opt-in time-spent with brand (to build brand equity), drive awareness and create conversations around Dubai (to push word-of-mouth advocacy between close friends and family).
The Results
3.87% of Snapchatters1 in the UK and France went on to share their experiences with their close friends and family. A brand lift study which ran in parallel confirmed that the campaign also delivered an average ad awareness lift of +35pp in the UK and France2, indicating how memorable the experiences truly were.

"Dubai Tourism is delighted with the success of this creative partnership with Snapchat, which has helped sustain global interest and consideration for Dubai by reinforcing its position as a safe must-visit destination. Not only has this campaign spread positivity and happiness among travelers, but it has given them real motivation to plan for their next holiday to Dubai once the COVID-19 travel restrictions are eventually lifted."

- Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing

1 Data from Snap Ads Manager April 25 - May 18, 2020.
2 Snap Inc. survey of UK Snapchat users, April 24 - May 14, 2020. Question: "Once travel is possible again, which of the following destinations would you consider visiting?"; Control: n=394 Exposed: n=417. Snap Inc. survey of France Snapchat users, April 24 - May 14, 2020. Question: "Parmi les destinations suivantes, à propos desquelles as-tu vu un Lens réalité augmentée ou un Filtre sur Snapchat au cours des 7 derniers jours ?"; Control: n=531 Exposed: n=767