Dubai Parks & Resorts

How one of the Middle East's largest theme parks leveraged the power of influencers

Dubai Parks & Resorts is the Middle East’s largest integrated leisure and theme park destination, spread over 25 million square feet and consisting of three theme parks, a water park and a themed retail and dining destination. The park draws international tourists as well as local visitors and corporate events.

Challenges

As a frequent ‘stopover’ destination, many tourists to Dubai come for only a couple of days so attractions must fight hard to win guests’ time.  Dubai Parks & Resorts strive to showcase their parks, and the thrilling experiences they offer via User Generated Content (UGC). Sourcing and leveraging quality UGC from social media influencers is a key part of that strategy.

Solution

1. Engaging with influencers

Dubai Parks & Resorts began using Local Measure’s social intelligence platform to find influencers who were on site. They set up a funnel within the platform that would alert them when a guest with a certain minimum number of followers on social media arrives at one of the parks. At that point staff would be able to prioritize engagement with those guests and invite them to participate in campaigns.

 

Local Measure was able to help Dubai Parks & Resorts find influencers like @ashwaqalatoli, a well known reporter. The customer profile showed that this influencer had taken multiple photos covering all three parks, along with the number of likes and comments associated with each, the number of Instagram stories posted and the fact that she had purchased annual family passes.

2. Leveraging content

Dubai Parks & Resorts want their social platforms to portray the real experiences within the parks. With Local Measure, they were able to create an online UGC gallery with customizable Calls To Action on each image that would drive bookings and leverage content from influencers.

The use of Call To Action buttons linking to the ticketing page allows the parks to track how many sales are coming from the real experiences represented by the User Generated Content.

Adding new images was easy using Local Measure’s rights management tool. Through this tool the marketing team have been able to bank content and easily build their monthly social media content calendars.

Over a short period of time, Dubai Parks & Resorts have successfully mastered many of Local Measures functionalities, which in turn has helped them achieve their aims.

Achievements

Cost efficiency

Dubai Parks & Resorts have now discovered they can cut costs associated with finding influencers through agencies by identifying them through Local Measure.

Brand Loyalty

They have been able to build a database of influencer advocates and invite them back for special events such as  Eid Celebrations.

Increased reach

Their interactions with numerous influencers has allowed them to gain further social media exposure from these influencers’ social media profiles.