Faced with a high profile partnership with the Dubai International Film Festival which Madinat Jumeirah wanted to generate exposure through, Gyro jumped at the chance to be a part of the scene.

Through a media plan spanning online, print, radio and outdoor there was an opportunity to create real wow factor and to showcase MJ in Dubai and internationally as the choice for the elite. The tag ‘Live like a Filmstar’ was born and from this an array of glitzy concepts.

We wanted to put the audience in the shoes of a filmstar. Finally the decision was taken to go with a strong hero image which fused the red carpet experience with the paparazi disguised as the starry midnight sky.

Results: Over 2,500 microsite hits in launch month, increased awareness.