Client
DHRE · Meraas · City Walk
Case Study · Lifestyle Destination · UAE
City Walk — destination storytelling that actually got watched.
A Meraas mixed-use lifestyle destination needed premium video reach for residents and tourists. SmartView delivered 1.4M views — 7.7% over-plan — at 61% VTR.
The challenge
Destination marketing against a moving audience.
City Walk serves both UAE residents and short-stay international travellers — two very different audiences with different media habits and different decision timelines.
The brief was destination awareness across both — without blending them into a generic Dubai lifestyle audience.
The strategy
Two audiences, two SmartView lanes.
Resident leisure audience
SmartView layers on UAE residents — lifestyle, dining, family leisure and weekend-activity signals.
Inbound traveller audience
Travel-intent and Dubai-search signals for inbound traveller audiences — activated on YouTube and cross-market supply.
Destination-matched creative
Creative and placement matched to each lane — resident cut on weekend-content channels, traveller cut on travel and hotel-adjacent supply.
The results
1.4M views. 61% VTR. Two audiences, one plan.
1,400,000
Views delivered
vs 1.3M booked
+7.7%
Over-plan
booked views
61%
VTR
lifestyle long-form
2
Audience lanes
resident + inbound
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