Mission
To showcase the landscape, hospitality, and services of Dubai. Department of Tourism and Commerce Marketing (DTCM) reached out to Travel + Leisure India & South Asia to collaborate on a new campaign introducing a destination in near Dubai, Hatta.
Solution
Travel + Leisure India & South Asia has collaborated with DTCM for a cover issue for the third year in a row. The November cover of this year’s issue featured Bollywood’s rising star, Siddhant Chaturvedi, sizzling in Hatta, near Dubai. This year, the association took a step forward with DTCM becoming a partner in India’s Best Award (IBA) 2022. At the awards, a photo booth similar to the one seen on the Hatta cover with Siddhant Chaturvedi was installed for guests to click pictures.
For this campaign, Travel + Leisure India & South Asia unveiled multiple creatives including Siddhant Chaturvedi cover, cover story, video, carousel post and native articles.
Along with Travel + Leisure India & South Asia November cover, the brand also introduced three native articles. First is ‘A Letter from the Editor’, where Travel + Leisure India & South Asia’s Editor-in-Chief, Aindrila Mitra spoke about what to expect from this November issue. Followed by Discovering Hatta, The Adventurous Hub Of Dubai, With Actor Siddhant Chaturvedi which represented the cover star through an exclusive interview with Editor-in-Chief Aindrila Mitra. Behind the scenes with Siddhant Chaturvedi, another article that explored the photoshoot with Siddhant Chaturvedi.
In addition to the articles being featured on the website, Travel + Leisure India & South Asia also gave readers and audience a glimpse of what they could expect from this November cover star from the photoshoot with a behind the scenes video.
Achievement
Through this campaign, Travel + Leisure India & South Asia were able to capture 3,774,749 reach and 234,496 engagement.
