Emirates Airlines “Meet Dubai” New York Times Nanosite


Emirates Airlines

Online Execution

With an outstanding success of the TV, print, and online campaign, we also partnered with New York Times to create a travel journal nanosite which allowed users to interact with exclusive content. We took the existing content, and together with the New York Times, created an online journal called “Diaries of a Dubai traveler”. The diary shared pictures, videos, experiences and stories of people in Dubai. We also collated all the positive stories about Dubai from the archives of the NYT to make the diary even richer in content.

Results and Effectiveness:

“Dubai as a vacation destination” witnessed a remarkable lift of 54% and a 23% lift in awareness of Emirates. (Source: Dynamic Logic AdIndex study) Time spent within the digital diaries averaged 90 seconds. (Double Click) In terms of getting people to share their own positive stories, consumers were posting their comments on sites such as Twitter and YouTube as far afield as China, demonstrating that compelling content can change perception.


2010 Bronze Dubai Lynx – Media Category Consumer Services

2010 Bronze Dubai Lynx – Integrated Category

Creative Credits

Leo Burnett, Dubai

Media Agency:
Starcom Mediavest Group Dubai

Executive Creative Director
Malek Ghorayeb

Creative Director
Christian Khoury

Nabil Rashid

Creative Digital Director
Sara Anani

Interactive Designer
Frederick Tadeo