Dubai Tourism’s Australian office has turned to Bloggerati, the talent division of blogging community Nuffnang, to promote the Emirate in a digital campaign that could reach eight million consumers.
The partnership, branded “Australia’s largest international social tourism campaign”, will see the 21 members of Bloggerati travel to Dubai and record their experiences in their blogs.
It forms part of the digital strategy of Dubai Tourism Australia and New Zealand Office and will dovetail with the #MyDubai initiative, created by Dubai crown prince Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, which encourages residents and tourists to share photos, videos and stories on social media about their experiences.
It is unclear whether the trip will see a reduction in the number of trips made by journalists working for traditional media publications.
Dubai Tourism Australia and New Zealand director Julie King said: “Dubai Tourism is delighted to partner with Nuffnang to showcase Dubai’s diverse attractions and experiences to the various audiences that their top bloggers attract.
“The bloggers will be visiting Dubai’s iconic attractions as well as uncovering some of the unexpected experiences Dubai offers to our region.”
Nuffnang managing director Felicity Grey said the 21 Bloggerati members cover a broad spectrum of subjects and claimed she identified Dubai as a good fit after taking the MD role earlier this year.
“Bloggerati is the most diverse blogging talent group in the country covering a variety of categories from food, travel fashion and lifestyle and interiors to health and fitness, parenting and craft,” she said. “Dubai with its kaleidoscope of attractions makes perfect sense for our group to showcase the breadth of activities available.”
The bloggers will aim to showcase and uncover some of Dubai’s “hidden gems and lesser-known highlights to the Australian market”.
“This is the first time Australia has seen an international tourism board commit to an impressive Blogger Getaway of this size. Nuffnang is proud to be part of this industry-first and our bloggers are ecstatic to be working with Dubai,” Grey said.