musicDXB for Dubai International Airport
musicDXB is an exciting and innovative initiative bringing music into the world's busiest airport.
Connecting The World Through Music
The musicDXB project is an example of a campaign on which we provide all of our services - PR, brand strategy and events consultancy.
In a destination airport and true global hub, which acts as gateway to the four continents, music is the ultimate universal language to connect the 85 million passengers passing through DXB each year. The airport's strap line, "Connecting the world" has been extended through this project to, "Connecting the world through music". This activation has brought the brand to life and creates a three-dimensional experience for passengers to connect and engage emotionally with the airport through its music programme.
Launched by Katy Perry
Brilliantly launched by the airport's team in November 2015 with a performance by Katy Perry, we were brought in to elevate the activation to make it more multi-faceted and relevant to the way consumers enjoy music in 2016. From a physical stage inside the airport hosting live performances to curating content on line, via streaming and on screen through the development of brand partnerships, press outreach and creative strategy, the project platforms both local, regional and emerging talent, as well as showcasing some higher profile artists recognisable to the airport's audience. With 80,000 of its 230,000 daily passengers making use of free wi-fi within the airport each day, the initiative has the perfect promotional platform at its fingertips and full control over messaging, content and customer interaction.
The highlight of the activation in 2016 was a live performance from X Factor Arabia winner, Hamza Hawsawi. Born in Saudi, living in the UAE and having recorded his album in both Dubai and at the world-famous Metropolis Studios in London, combined with the fact that he sings in English, Hamza was the perfect artist to reflect the local and international appeal of this project. Our role in this show was the talent acquisition - negotiating with management and booking his appearance, collaborating with the airport team on brand and social media strategy around the event and press and PR. Coverage of the performance reached over 20 million and included an interview and live on air performance on the region's biggest radio show, Kris Fade's Virgin Radio Breakfast Show, with an estimated audience of 700,000.
Exciting brand partnerships as well as a series of fantastic live shows are planned across 2017 for musicDXB.