Capturing a global food voyage

The challenge

Dubai International’s newly launched Concourse D featured a diverse range of international food outlets including famous names like Wolfgang Puck. However, many passengers were unaware of the full range of options, partly due to the multi-level layout of the concourse. Several outlets reached out to Dubai Airports for marketing support.

The solution

As Manager of Consumer Communications for Dubai Airports, I came up with the creative concept ‘Around the World in 18 Plates’. Each outlet was assigned a country, for instance McDonald’s as UAE with the McArabia sandwich, and The Noodle House as Thailand. To execute the project, I worked closely with the tenants and their chefs during a two-day shoot with a specialised food stylist. The image series was published with my storytelling copy in the airport magazine, social media and blog. This helped to improve awareness of the concourse’s food offering, boosting customer spend on F&B and strengthening relationships with the tenants.