Dubai Parks and Resorts has appointed PHD UAE to manage its domestic and international media activities. The agency will cover strategy, planning and buying for all offline media channels, covering the Dubai Parks and Resorts brand as well as its three theme parts: Motiongate Dubai, Bollywood Parks Dubai and LEGOLAND Dubai. PHD will also be working on the LEGOLAND water park, the Lapita Hotel and Riverland Dubai, a centrally located 220,000 square-foot district that will host various retail, dining and entertainment outlets.
“We were particularly impressed with PHD’s approach for our brands as well as the tools and systems they have to set their strategies,” says Vinit Dinesh Shah, Chief Destination Management Officer, Dubai Parks and Resorts. “We also found there was a great chemistry between us and the PHD team. We truly got the sense that they are people who understand our business as well as we do and we felt comfortable entrusting our brands to them.”
Elda Choucair, Managing Director, PHD UAE, adds “The sheer scale of this impressive project as well as the diversity of markets in which we will be working makes this an incredibly exciting brief for us. We’re literally contributing to building the future of Dubai as it is a landmark development that will further strengthen the city’s position on the world map. They have huge ambitions and we’re ready with boundless energy in order to make sure Dubai Parks and Resorts grows to reach its full potential.”