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Case Study: Dubai Tourism

The Department of Tourism and Commerce Marketing (DTCM) is the principal authority for tourism in Dubai, committed to strengthening Dubai’s economy by attracting tourists and inward investment while delivering Dubai’s tourism vision, which includes welcoming 20 million visitors per year by 2020.

Dubai Tourism’s objective is to build excitement around Dubai as one of the world’s leading tourist destinations for leisure and business by showcasing the breadth of activities it offers and pioneering multi-dimensional, next-generation experiences that inspire people to visit and return to Dubai.


When Instagram announced the Stories carousel ad unit, which allows up to three pieces of media per ad, Dubai Tourism was excited to test the impact of the additional creative on brand awareness.

In order to activate the campaign, however, they needed three new engaging vertical videos in a short period of time.


Dubai Tourism turned to Olapic and its Content in Motion solution to build new branded, modifiable templates that allow for agile creation of new assets and leverage the unique features of Instagram stories to capture and keep consumer attention and drive engagement at a more efficient cost.

The new vertical templates incorporated Stories playful elements such the pause functionality and emojis.



  • 54
    lower cost per impression
  • 50
    lower cost per view
  • 50
    lower cost per engagement



Dubai Tourism uses social media channels such as Instagram Stories as a means to inspire travel, considering efficient engagement rates as an indicator of success.

Content in Motion allowed them to develop mobile-friendly video to test the Stories Carousel ad unit quickly, showcase a range of attractions in a  creative way, and do so at a lower CPE when compared to other Stories campaigns.

" Olapic’s Content in Motion solution is a wonderful resource for transforming standalone user-generated content assets into curated multi-dimensional creatives that have proven to significantly increase engagements and audience retention on our Visit Dubai social media channels. "

Emmanuel Dunseath

Director of Social Platforms