We wanted to communicate two simple messages to as many residents and tourists as possible – the season opening date and introduce the Park’s brand new characters.

A single location on-ground execution would have limited reach, and we wanted to make sure our messages reached every single person in Dubai. With the largest airship in the world – 48.6 meters long, roaming across Dubai every day from October 19 to November 31 2021.

The bright yellow colour made the airship an instantly recognisable icon as it travelled from JBR over the Marina, Downtown, Business Bay, Media City, JVC, The Palm, JLT, and more. It flew during rush hours over office hubs throughout the week and over bustling weekend hotspots.

After opening the airship served to keep us top-of-mind for the first month and was even used to introduce the new characters, who actually landed at Global Village in the airship.