Fly Dubai Creative Brief Project: MKT3125 - 2018-2019 Coursework 1

This project presents a creative brief for a Fly Dubai advertising campaign. The campaign aims to highlight the airline's lower ticket prices to increase its market share in Dubai. The project includes a situation analysis, objectives, target audience identification (business and working-class travelers), and a proposed marketing strategy. The core proposition centers on humor and affordability, with the big idea "Save money with flying colors." The campaign's objectives are to position Fly Dubai as a provider of high-quality service at cheaper prices, emphasizing value. The brief outlines the target audience, current perceptions, and desired tonality (humorous and informal). It also addresses competition from Emirates and Qatar Airways, highlighting their focus on service over price. The project details a slogan ("Fly Dubai, Save Money with Flying Colors"), a timeline, a budget of AED 10,000,000, and specifications for marketing assets across various media, including social media, print, and outdoor advertising. The project is for the MKT3125 course and includes requirements of the assignment brief and the Sales Promotion plan. The brief also includes the difference between brand objective and sales promotion objective.

Creative Advertising & Promotion
MKT3125
2018 - 2019
Coursework 1: Creative Brief Re-sit
Project Title: Fly Dubai
Module Number MKT 3151
Tutor: Maya Moussly
Name: Mohammed Ismail Shah
MISIS No:M00632713

Fly Dubai – Creative Brief
Project Overview: This project is aimed at showcasing the lower ticket prices of fly Dubai, which is
something that competitors of this brand have not done very consistently. The purpose is to portray the
brand as being an affordable one.
Proposition: While competitors of fly Dubai are focusing more on the service and quality of travel, this is
a perfect opportunity for the company to be able to portray its relatively cheaper prices through the use
of humor.
Background: Fly Dubai has only been taking up a market share of 24% in Dubai, which is the reason why
it has to come up with a strategy to increase its market share. It is for this reason that it must come up
with the benefit that it has, which is cheap ticket prices.
Objectives: The objective of this campaign is to portray the brand as a brand that offers high quality
services at cheaper prices. In other words, people should take away that fly Dubai has nearly equal
quality features as those of the other giants in the market, and at a cheaper price, with the big idea,
“Save money with flying colors.” The big idea means that consumers would be able to save a lot of
money if they choose to fly with Fly Dubai, rather than other airlines. Flying colors refers to a symbolism
for flying.
Target Audience: This campaign would be aimed at the business and working-class people who have the
need to travel once in a while and have an annual income of AED 35,000-75,000. These people require
to save money from their frequent travels, as it takes a lot from their income. The target audience
requires to understand the fact that Fly Dubai is cheaper than other airlines and hence, choose it over
the other competitors.
Current perception: The target audience currently believes that the airline service is affordable, reliable,
and provides for quality service.
One thing to tell them: The main message to be delivered is that Flydubai ensures traveling swiftly and
comfortably at a low price.
Tonality: Humorous, Informal

Competition: Emirates and Qatar Airways are the main competitors of this company. They have highly
focused on their quality of services, without focusing much on the high prices. This provides for the
ground for fly Dubai to exploit.
Slogan: “Fly Dubai, Save Money with Flying Colors”.
Timeline: The project needs to begin by July 1st of 2018, with the big idea being formulated by the 20th
of July. The media buyers and publishers must be confirmed and signed by 30th of July. By June 30,
2019, the campaign should successfully come to an end.
Budget: The total budget for this is AED 10,000,000 Maximum, which would include media buying,
creating the ad, publishing, celebrity endorsements, and all sorts of logistics.
Marketing Assets
Asset
Dimensions:
Width & Height
Required Copy:
Taglines, slogans
Due date/
Priority:
Social Media:
Facebook carousel 600 pixels x 600
pixels
Enjoy saving money while you travel the
world
15 August
2018
Twitter post 1024 pixels x
512 pixels “Save Money with flying colours” 15 August
2018
Instagram 1080 pixels x
1920 pixels
Stories made by Celebrities and Social
Media influencers.
15 August
2018
Print:
Magazine Advert 8.5in x 11in Need to fly in quality for a business
meeting? Fly Dubai has got you back
1 September
2018 – 1
December
2018

Newspaper 6 columns x
10.5 in
Need to fly in quality for a business
meeting? Fly Dubai has got you back
1 September
2018 – 1
March 2019
Billboard Advert 50m x 15m Fly Dubai “Save Money with flying
colours”
1 October
2018 – 1
January 2019
RTA Advertisement:
Posters in RTA
stations 46.8in x 66.2in “Save Money with flying colours”
1 October
2018 – 1
January 2019
Posters on RTA
Buses and Taxi’s 61cm x 91cm “Save Money with flying colours”
2 December
2018 – 2
March 2019