Jumeirah Group was suffering from a global downturn in tourism, although still holding strong appeal for US, UK, Germany, France and regional tourists, and growing appeal for China, India and Russia.
The need was to explore the role of an ambassador or ambassadors to create fresh salience and communicate the brand’s new positioning and offering.
An initial stage of strategy setting confirmed the need to identify one primary ambassador for Western and Gulf markets, with local ambassadors for emerging markets.
An exhaustive search across film, music and sport – but also across literature, business leaders and cultural thought leadership more broadly identified a longlist of ambassadors, with outline costs, which was then shortlisted for research. Opportunistic routes were also explored, given the lure of Dubai for global celebrities.
Sadly the project was shelved with the onset of COVID – hopefully to be picked up again sometime soon!