Set to become the region’s largest integrated leisure and entertainment destination, Dubai Parks and Resorts has appointed PHD to manage its domestic and international media activities. The multi-themed park resort will begin communicating with UAE residents as well as tourists from the GCC, UK, Germany, Russia, India and China, ahead of its grand opening in October 2016. Its first year target is 6.7 million ticketed visits.
The assignment, which involves the strategy, planning and buying for all offline media channels, covers both the Dubai Parks and Resorts brand as well as its three theme parks, motiongate Dubai, Bollywood Parks Dubai and LEGOLAND Dubai. PHD will also work on the LEGOLAND water park, the Lapita Hotel and Riverland Dubai, a centrally located 220,000-square-foot district that will host various retail, dining and entertainment outlets.
In order to successfully manage such a broad and diverse brief, Dubai Parks and Resorts sought an innovative approach that would align individual strategies for each park to ensure the destination goals are met. It found it in PHD and its SOURCE, the bespoke operating system that connects over 2,000 planners across the global network to collaborate on every single brief.
The appointment is effective immediately.
