Dubai Tourism Encourages Snapchatters to Dream About Travel During the Lockdown

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.

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).

3.87% of Snapchatters ¹ 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 France ², indicating how memorable the experiences truly were.