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Dubai Economy & Tourism appointed Brazen as its retained GCC agency in 2020, initially as part of the communications team managing Dubai's reopening to the world following Covid.
What began as a critical moment in the city's history became a five-year full-scale partnership — amplifying DET's entire marketing calendar across tourism, retail, sport, food and beverage, and business, as Dubai cemented its position as the world's number one tourist destination.
We operated as a fully embedded partner — part agency, part secondment — managing all stakeholders across a complex, always-on brief that spanned B2B and B2C, Arabic and English media, and every major event on the Dubai calendar.
Our remit covered the full spectrum: a high-performing press office, media FAM trips, in-market events, broadcast activations, C-suite profiling, content partnerships and influencer engagement. A minimum of 20 FAM trips and 12 broadcast activations per year, consistently exceeding KPIs across every campaign cycle.
From Dubai Shopping Festival and Dubai Food Festival to Dubai Fitness Challenge and Dubai Summer Surprises, we kept Dubai front of mind across the GCC year-round — not as a seasonal destination, but as the destination.
We helped tell the story of Dubai's comeback — and kept it running for five years. We know how to do the same for you.
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