Dubai functions as the trading and the financial hub for the region and the main luxury hotels get bulk of their business from business travelers. But there are other niche segments that contribute significantly. Jumeirah’s Burj Al Arab, Dubai is addressing couples in a planned manner to attract them for a visit to Dubai and sample the luxuries and the special package being offered by the hotel. They have created a new range of ‘Romance’ packages which promises the ultimate romantic experience to the couples. They have launched a new dedicated website, Burj Al Arab Romance to showcase these packages.
A Romantic Story
A miniseries has been shot for the campaign. The videos depict an episode each and help the potential guests to connect emotionally to the hotel. The user friendly site guides the visitors through different options available and allows you to personalize the perfect romantic getaway. The campaign has been designed so well that it inspires the visitors looking for a romantic escape. It projects Dubai as the perfect destination and Burj Al Arab as the most romantic place. The photographs of the hotel are truly stunning and the romantic experiences one can enjoy at the hotel have been elaborated beautifully.
The Gold Standard of Romance
There are four mini episodes shot in the video format that tell you a romantic story. It is shot very tastefully and exudes luxury and romance. The luxury hotel is at the centre of the story as the timeless tale of romance unfolds in the hotel. This is the hotel’s one of the most ambitious projects in its entire marketing history. The four mini movies are called ‘The Mystery’, ‘Anticipation’, ‘What is Love?’ and ‘Proposal’. The central characters are a couple who have come to Burj Al Arab to celebrate their romance. The opulent surroundings of the hotel are showcased well through the story. Detria Williamson, director of marketing at Burj Al Arab wanted to ensure an extraordinary viewing experience for the visitors and believes that the hotel will emerge as the Gold Standard of Romance after the campaign runs its course.