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Dubai South: The Emerging Face of Dubai

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Dubai South: The Emerging Face of Dubai

We might not all realize that Dubai South was actually launched in 2015, via a creative marketing campaign realized by Strawberry Frog, the agency managed & founded by Scott Goodson who had created « Hello Tomorrow » for Emirates Airline.

5 years ago, a new city, Dubai South was revealed.
Formerly known as Dubai World Central, Dubai South of the United Arab Emirates is the new 145 sq. km. master-planned city developed in partnership with the emirate of Dubai.

Launched as a Government of Dubai project in 2006, the city is designed to be a “smart” and sustainable city and a pivotal hub in the global economy.

Under this framework, the UAE then conducted a formal review seeking an agency to develop a comprehensive marketing campaign to lure residents and investors to the new city.

The leadership in Dubai selected Goodson and his agency based on his previous work for Emirates Airline, in which Goodson created the « Hello Tomorrow » campaign, as well as the Centre of Now Downtown Dubai campaign. This creative, as well as Goodson’s familiarity with the culture and region, made the agency stand out from those participating in the review, say Dubai officials.

This assignment also was unusual with the level of involvement for Goodson.

« Scott personally named the city ‘Dubai South’ and created the ‘City Of You’ motto and a campaign which perfectly encapsulates the idea behind this dynamic new city, » says Sanjay Patney, UAE’s director, corporate marketing. The campaign, he added, « is a powerful expression of a city where everything is designed around you, not the other way around.

The city is home to the Al Maktoum International Airport, which will be the largest airport in the world when completed. The city is expected to be fully completed with as many as 1 million residents by the World Expo 2021.

Identified as the emirate’s flagship urban project, Dubai South is centered on the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai. The royal vision is reflected in the themes of Dubai Plan 2021, which apply to Dubai South as follows.

To become a city of happy, creative and empowered people

To become the preferred place to live, work and invest

To create an inclusive and cohesive society

To build a smart and sustainable city

To become a pivotal hub in the global economy

Dubai South is projected to sustain a population of a million. As an economic platform, it is designed to support every conceivable kind of business and industry and create 500,000 jobs.

It is home to the world’s largest airport in the making – the Al Maktoum International Airport – and is host landmark events such as World Expo 2020 and the Dubai Airshow.

Source & Insights supported by Strawberry Frog & Dubai South

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