Jumeirah Inside
Jumeirah Group
Issue 38 | March 2016
Agency
Media Monks with Google ZOO EMEA
Creative Team
Google ZOO Creative Director Daniel Andrade Media Monks Executive Creative Director Jeroen van der Meer Media Monks Art Director Geert Eichhorn Media Monks Copywriters Steven Boegborn Joseph Jackson Media Monks Designer Liva Grinberga
Production Team
Google ZOO Interactive Producer Jonathan Becquemin Media Monks Head of Production Rihard Nieuwenhuis Media Monks Producer Xander-Quentin Amo Director Tom Rijpert
Other Credits
Google ZOO Executive Sponsor Mailine Swildens Google Client Relationship Lead Ali Hasmi Media Monks Project Manager Jeff Baker Jumeirah Group Group Vice President of Brand, Digital and Loyalty Ross McAuley Director of Brand & Digital Marketing Robyn James O’Connor Brand Marketing Communications Manager Raziena Cajee Assistant Marketing Communications Manager Smilee Hermoso Digital Marketing Communications Manager Mickael Robin
Date
December 2015
Background
The Burj Al Arab Jumeirah was widely known to be the world's most luxurious hotel as well as the icon of Dubai.
What wasn't so commonly known was that it was the flagship hotel of the Jumeirah Group and one in a collection of 21 luxury hotels and resorts.
The task was to raise awareness of both the Group and its other hotels.
Idea
Google data revealed that literally millions of people wanted to see what the Burj Al Arab Jumeirah looked like inside.
So the challenge was to open the doors to them and make Jumeirah hotels accessible but in a way that supported their values of sophistication and modernity.
Visitors to the website were invited to discover the hotel through cinematic film, 360° video and photography, 3D sound, playful interactions and over 600 hotspots, each providing fascinating facts.
Every conceivable digital tool was used to help visitors get as close to reality as possible.
Interactive features on every floor let them play with water features in the atrium, dive into the spa infinity pool, mix a cocktail, activate the rotating bed in the Royal Suite and see Dubai from the famous helipad.
At any point, visitors could move on to discover in intimate detail any of the other equally impressive hotels.
Results
Within two weeks there were 150,000 visitors to the site, each staying for a remarkable 11 minutes. Over 130 press stories were written, generating a media exposure worth €750,000.
Google Brand Lift analysis reported a 15.5% lift in ad recall and 8% lift in brand consideration.
Our Thoughts
360° video and the whole business of virtual reality is becoming big and will get bigger. There are already 60,000 360° videos on YouTube and VR is set to be a market worth $30 billion by 2020. It is almost certainly going to revolutionise the travel trade. You can now inspect your holiday destination before choosing to spend your time and money there. This initiative started inside Google’s creative think tank in EMEA, The ZOO. Working with Media Monks Amsterdam, this immersive 360° experience was an industry first. At the launch, journalists and guests were blown away by it. By the end of this year, it will seem fairly standard, such is the pace of change. As for me, I really liked the look of Jumeirah Dhevanafushi in the Maldives. I just need to rob a bank to get there.