dda has enjoyed a long relationship with Jumeirah, the world’s most luxurious hotel chain with properties in New York, Dubai, London and Shanghai. During that time we have worked on several large scale brand communications initiatives.

One such initiative was the design led strategic international communication programme targeting international travel agents to announce Jumeirah’s GDS booking code changing to ‘JT’.

The multi-media strategy targeted seven key international markets including Europe, USA, Russia and the Gulf States using trade advertising, web and direct marketing. dda devised the cross channel strategy, undertook all creative, production and management of the campaign including all translations, media placement, data management and harvesting in each market.

Media included full colour press ads and cover wraps in international travel trade publications, interactive online banner advertising and direct mail.

There was also a three stage viral email campaign with a dedicated micro site and an interactive data capture-driven online game competition.

For the official launch at WTM, we created a range of outdoor and exhibition collateral including floor posters, hanging banners and handouts.

In conjunction with the agent campaign we ran an awareness campaign amongst business and high end leisure travel bookers.