Dubai Tourism to launch "largest ever" experiential activation at Waterloo station

London's Waterloo station will be transformed into a 'living, breathing recreation' of Dubai's top experiences from September 4-11.

Waterloo Station
Waterloo Station
The station has been chosen to stage Dubai Tourism’s "largest ever" experiential marketing activation in the UK to date. 

As part of the Here Today, Dubai Tomorrow campaign, commuters will be invited to experience the sights, sounds and attractions of the city on the station’s concourse, with daily Emirates Holidays trips to the destination up for grabs.

The destination will be brought to life with a high-tech experiential customer zone featuring 360-degree video gaming, virtual reality displays and unique optical illusions, which will see ‘mirage’ like characters seemingly appear on the concourse, from skydivers and camels to scuba divers and falconers.

The campaign will include promotional partnerships with parenting blog site Tots100, Virgin Radio and Global Radio stations including Heart FM, Capital FM, Smooth FM and Classic FM. It is being run in partnership with Emirates Holidays and is sponsored by Dubai Parks and Resorts, due to open at the end of October.

Dubai Tourism has also teamed up with lifestyle YouTuber Patricia Bright for an exclusive video partnership and is collaborating with rising photography star Rich McCor, better known as Instagram genius Paperboyo. He has created eight brand new images giving iconic London landmarks a Dubai twist with cardboard cut-out creations.

Issam Kazim, Dubai corporation for tourism & commerce marketing chief executive, said: "This is an opportunity to bring a part of Dubai to London and the UK, allowing people to engage with the destination in new and innovative ways.

"Dubai has a rich history of welcoming travellers from the UK, and we want to continue building on that. With an ever evolving destination proposition, there is more and more for UK travellers to experience, whether first timers or regulars, which we hope to bring alive in this latest campaign."

The Waterloo activation will be backed up by an integrated marketing programme involving PR, digital, social and a nine-day advertising domination of Waterloo Station’s entire concourse.

In June, Starbucks unveiled a giant ice sculpture at the station to celebrate the launch of its Caffe Americano with milk.

The station was also recently used to highlight Wilkinson Sword's sponsorship of the British Fencing team with a fencing experience for commuters.

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