Dubai Tourism hands UK and Ireland brief to The Brighter Group

The Brighter Group has been awarded the UK and Ireland PR contract for Dubai Tourism, following a competitive pitch. The tourist board plans to attract 20 million visitors to Dubai every year by 2020.


The Brighter Group aims to showcase what Dubai has to offer to both first time and repeat visitors

The Brighter Group has been brought in to create a campaign that will boost visitor numbers, particularly in the family, luxury and couples market.

Central to Dubai’s UK strategy is an emphasis on millennials and high-net-worth couples, and The Brighter Group will aim to showcase what Dubai has to offer to both first time and repeat visitors.

Dubai is chiefly known for its beaches, architecture and theme parks. As a result, The Brighter Group’s PR strategy will be to highlight Dubai beyond this perception, and promote its foodie scene, as well as its range of art galleries and cultural experiences.

Sarah Long, head of PR at The Brighter Group, will lead the account and be supported by account directors Minty Woolgar and Amelia Williams.

Debbie Flynn, CEO of The Brighter Group, said: “We are delighted to be working with one of the world’s premier tourism destinations. Dubai has so much to offer British holidaymakers as it continues to invest in its tourism infrastructure.

“It is exciting to be part of the team working towards Dubai Tourism’s vision for 2020 of attracting 20 million visitors per year by 2020. We look forward to developing a long-standing relationship with Dubai Tourism and introducing media to a Dubai they haven’t seen before.”

Related Posts
Opinion: How challenger agencies can compete with the big agency networks
Barbara Bates, global CEO at Hotwire, highlights the key areas where challenger agencies can go the extra mile to compete with their larger counterparts. For a long time in [...]
60 Seconds with The Academy co-founder Mitch Kaye
60 Seconds with The Academy co-founder Mitch Kaye
Mitch Kaye, co-founder of The Academy, reveals why he and Dan Glover started their second agency, how the pair work together and his love of AFC Bournemouth. What made you [...]
Discover how PR can move from evolution to revolution
At CommsCon earlier this month, we heard a range of fantastic speakers articulate their view of what comms professionals can do to improve their output. They encouraged their [...]
Brendon Craigie Tyto PR
Opinion: Why “PR” is having a renaissance
Brendon Craigie, co-founder and managing partner at Tyto PR, examines why PR professionals are once again adopting the PR moniker. The public relations industry is in the [...]