UAE. JCDecaux and Swarovski have partnered to bring one of the brand owner’s festive Christmas trees to Dubai International for the first time. The eye-catching 7m high tree is located before Dubai Duty Free’s store in Concourse B. Swarovski jewellery and accessories are promoted as gifts under the tree.
The campaign aims to add “excitement, fun and awe to the airport,” according to the partners, “creating the ultimate Christmas journey”.
“Nearly a quarter of a million passengers will be passing through the airport daily during the seasonal peak and we want to ensure they start enjoying their vacation as soon as they reach DXB,” said Dubai Airports Senior Vice President of Communication & Reputation Anita Mehra. “We have an exciting line up of activities to delight and entertain our passengers, which will give the airport a truly festive atmosphere throughout December.”
Swarovski Middle East Director, Consumer Goods Business Mr. Nasr Sleiman said: “We are excited to unveil our festive tree in partnership with JCDecaux and one of the world’s busiest airports, Dubai International. Our commitment to making every day extraordinary remains our priority and we hope to add a touch of sparkle to all passengers going through Dubai International this holiday season.”
The use of digital advertising throughout Concourse B to promote the activation has created a compelling media mix, said JCDecaux, underlining the importance of a rounded 360-degree approach to advertising campaigns.
JCDecaux Dubai and Northern Emirates Managing Director Bertrand Mouraille said: “Our commitment to creating beautiful and effective campaigns continues by providing our clients with the best opportunities to reflect joy and happiness this holiday season and creating an emotional personal bond between consumer and brand. There is no better environment than Dubai International airport to bring all these elements into life and Swarovski to make it sparkle throughout the festive season.”
