Dubai, The Launch Capital of the World

Product launches are exciting, exhausting, and expensive in normal times, but add the complications of COVID induced restrictions, and brands face a whole new challenge. The economic challenges due to the pandemic are daunting, but the current environment can be an excellent time to launch if your products and services are relevant. Don’t forget some of the most innovative brands like Slack, Groupon and Airbnb were found after the 2008 economic crisis.?

Be Different, Yet Considerate

Splashy launch parties arent just in bad taste but not possible in today’s context. But virtual or social launches tend to get lost in the slew of webinars, virtual demos and product launches. Unless you are a certain brand releasing the same model in purple, good luck standing out. So take some time to think about why you want to launch your brand right now. Will it make a difference to the community? Does it fill a huge gap? Because if it isn't compelling enough, you won't be able to push the launch boldly.?

Execute Locally, Promote Globally?

The bar for virtual, hybrid events is constantly being raised, and Dubai is the perfect destination to set them. The city has a host of iconic landmarks which grab attention, the tallest being Burj Khalifa. Over the years, it has been smartly used by brands to launch campaigns. For example, Rihanna spoke to fans from the side of the iconic building to launch the skincare line, Fenty Skin, Burj Khalifa has hosted so many brands. Apart from the immediate visitor interaction the video achieves, social media viewership, pr buzz, and positive association can generate exposure worth millions of dollars.

Truly Muti-cultural?

With over 200 nationalities living and working in the United Arab Emirates, finding talent and diversity is never a challenge. Add state of the art technology and infrastructure, and you have an unmatched deal. No wonder Mission Impossible Ghost Protocol and its sequel Fallout were shot here, and Abu Dhabi’s Liwa Desert transformed to desert planet Jakku for Star Wars Episode VII: The Force Awakens.

Can-do Attitude?

Best of infrastructure and talent dont work without the right mindset. I think this is where Dubai truly shines. More than a can-do attitude, the city has a must-do attitude. The way it handled lockdowns, vaccinations, and now re-opening is not just excellent management and visionary leadership but a great mindset. As Dubai gets ready to host the Expo in October, these qualities will be showcased.?