Manoj Khimji, Managing Director, The VantageSince Dubai Tourism and, by extension, Emirates airline began running ad campaigns outside MENA, the region has taken a real fancy to the fame and exposure of global awareness. This trend was soon followed by Abu Dhabi, Bahrain, Jordan, Qatar, Oman, and, most recently, Saudi Arabia, following the launch of its inbound tourism objectives in 2019.
In advertising circles around the world, MENA became known for heavy above-the-line investments, world first media takeovers and media asset buyouts in order to build the region. Ad campaigns from tourism boards, airlines, sovereign wealth funds, destination marketing organisations (DMOs) and giga-projects enveloped London, New York, Paris, Moscow, Toky
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