The project centers on promoting Dubai and other Middle East destinations for a cruise company, targeting Eastern Europe, Commonwealth of Independent States (ECE), and Middle East markets. The strategy involves collaboration with influential bloggers to craft individualized stories for distinct audience segments. Families are presented with narratives tailored to their preferences, while travel bloggers create content highlighting the unique experiences of the region.

A key focus of the project is to highlight the nuanced differences in mentality within the country, juxtaposing modern visuals with traditional Muslim elements. This approach aims to showcase the cultural diversity of Dubai and the Middle East, offering a compelling narrative that appeals to a broad audience.

Activities in the Middle East cater to both the European target market and the local audience. For the European market, the project emphasizes luxurious and vibrant experiences, such as high-end shopping, futuristic architecture, and entertainment options. Simultaneously, activities are curated to showcase the rich cultural heritage, traditional markets, and historical sites that appeal to the local market. This comprehensive approach ensures a well-rounded promotion that captures the diverse offerings of the Middle East for both international and local audiences.