The Dubai Department of Tourism and Commerce Marketing launched a social media campaign through a partnership with TikTok. The Dubai organization views platforms like TikTok which provide short-form content as a type of social currency. This lead Dubai Tourism to launch the #ThisisDubai campaign on the TikTok platform.
The social media campaign consisted of video content being submitted to the TikTok platform, along with the #ThisisDubai tag. TikTok created music and stickers for the campaign. In total, approximately 9,800 videos were used for the campaign, which resulted in over 30 million views. The campaign also leveraged influencers in order to increase participation on the social network.
Other important organizations in the region also participated in the campaign, including Mall of the Emirates, La Perle, Burj Khalifa, Dubai Parks and Resorts, Uber, Skydive Dubai and more.
Social Media Tourism Promotions
Dubai Tourism Partnered with TikTok on a Social Media Campaign
Trend Themes
1. Short-form Content - Opportunity for brands to leverage platforms like TikTok and create engaging, bite-sized content for promotional campaigns.
2. Influencer Marketing - Collaborating with social media influencers can boost brand participation and reach in social media campaigns.
3. Social Currency - Viewing platforms like TikTok as a form of social currency allows brands to tap into the viral nature of user-generated content.
Industry Implications
1. Tourism - Tourism organizations can partner with social media platforms to showcase destinations and attract visitors through innovative campaigns.
2. Entertainment - Entertainment venues and attractions can utilize social media campaigns to increase awareness, engagement, and ticket sales.
3. Transportation - Ride-sharing and transportation companies can leverage social media platforms to promote their services and attract new customers.