A major new integrated advertising campaign has been launched to unveil Dubai South as the ‘City of You’.
The work of New York-based agency StrawberryFrog, Dubai South is the new name for the re-branded Dubai World Central. The campaign covers television, outdoor, print and digital and is designed to instigate a ‘cultural movement’ around Dubai South’s core values of ‘humanity, dignity, optimism and community’.
The re-brand of Dubai World Central as Dubai South is one of the biggest ever undertaken in the Middle East, according to Sanjay Patney, director of corporate marketing at Dubai South, with the roll-out of
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