1. Choose one destination branding campaign (i.

e: discover Ireland) and highlight how

the campaign aims to achieved the 3D.

I choose to talk about Dubai as a destination branding campaign. Dubai already used
the 3D’s of destination marketing. When people talked about Burj Khalifa for sure the
destination was at Dubai. Dubai's landmark building is the Burj Khalifa, which at 829.8 meters is
the tallest building in the world and the most famous of the city's points of interest. Instead of
Burj Khalifa, they have many iconic imaginaries that can describe the Dubai itself. That was
what we called as distinctive where Dubai have iconic imaginary, unique and interesting place
to go. This makes them look distinctive rather than the country of others.

Next is differentiated. Dubai is different from any other competitors. Besides, Dubai
have many places that called as a landmark and their tourist can take many pictures they want to
make as a memorable moment. For example, the Burj Khalifa itself, Palm Jumeirah, Emirates
Tower, etc. Peoples know about Dubai is also different from what they know about the other
destination. For example, people who are rarely travel or know about Dubai will know Burj
Khalifa first because it appeared in the movie of Fast & Furious 7. There people got to see the
beautiful buildings, environment and the atmosphere around the building.

The last one is desirable. Desirable in destination branding means the call to action
(CTA) which is how Dubai makes people want to come/visit there. Nighttime visits are
particularly popular with photographers because of the panoramas of Dubai 's famous city-lights.
Buy the Burj Khalifa "At the Top" entry ticket in advance to avoid long line-ups, particularly if
having a plan in weekend visit. Back on the ground, wrapping around the Burj Khalifa, are the
beautifully designed gardens of the building, with winding passages. There are several water
features like the Dubai Fountain, the highest performing fountain in the world, modeled on the
famous Bellagio Fountains in Las Vegas.

Besides, since many people around the world watched the Fast & Furious 7, many
people will come and do some activities there to show that they already go to the same place
where the Fast & Furious 7 shooting. This will makes them satisfied just like this quote “See
myself there, doing that”