When it comes to being one of the world’s best tourist attractions, Dubai surely tops the charts. So, to amp up 'Visit Dubai', the largest tourism brand channel on YouTube, we needed to organise and optimise an extensive variety of content on the channel across 19 languages which was targeted to 43 countries. All this with an endeavour to power discovery, generate higher organic views, drive subscriptions while also boosting the time spent by users on the channel.

We started by working extensively on optimising the existing videos and also uploading new ones, while also re-organising 108 playlists creatively into 19 languages and 7 english playlists. Almost 1,100 videos, channel sections, playlists and tags were worked upon keeping in mind the audience behaviour, current market trends and topic search volumes. To fuel discovery and traction on the channel, we also worked on the titles, metadata and tags of the videos.

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That’s not all. Celebrity campaigns were given an extra push to garner likes and shares, the most prominent ones featuring Shah Rukh Khan and Anthony Joshua. The total number of likes increased by 168% and the total number of shares by 118%, with the overall targeted organic views for the first year being achieved in the first 6 months itself. A 200% increase in the organic views from YouTube and a phenomenal 500% increase in the organic views from browse features ensured that the content had a global reach and resonated with the right audience. The language-wise segregation went a long way in making sure that the videos now rank on popular keywords with good search volumes, which boosts content visibility to the relevant audience. Having achieved 589.81 million minutes in channel watch time, with a growth of 73%, along with 43.77 million organic views with a 282% increase in organic viewership, the project has certainly brought higher salience, better traction and greater affinity towards Dubai in tourists' minds.

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