• by Larissa Faw , September 8, 2015

"You don't launch a new city every day, nor every decade," says StrawberryFrog founder Scott Goodson as his agency launches one of its biggest assignments to date: the unveiling of a new city, Dubai South.

Formerly known as Dubai World Central, Dubai South of the United Arab Emirates is the new 145 sq. km. master-planned city developed in partnership with the emirate of Dubai.

Launched as a Government of Dubai project in 2006, the city is designed to be a “smart” and sustainable city and a pivotal hub in the global economy. 

Under this framework, the UAE then conducted a formal review seeking an agency to develop a comprehensive marketing campaign to lure residents and investors to the new city.

Now, Goodson and his team at StrawberryFrog are unveiling this branding as the "City Of You," based on Dubai South's core proposition to "put the real needs of human beings first - how they live, how they work, how they commute, and how they do business."

"We brought in world renowned artist Mats Gustafson to illustrate the humanity for the "City Of You" says Goodson.

The marketing campaign first began rolling out in August in the Gulf region with leading print and newspaper publications and outdoor locations. In addition :30 and :60-second commercials are running on television and in cinemas across Dubai as well as across digital channels. 

Later the campaign will extend internationally to further raise awareness for the new city and brand. "The launch includes the world's first ever three-screen totally immersive hologram experience bringing a wow factor to the campaign and the city to life in the most innovative means possible," says Goodson.

The leadership in Dubai selected Goodson and his agency based on his previous work for Emirates Airline, in which Goodson created the "Hello Tomorrow" campaign, as well as the Centre of Now Downtown Dubai campaign. This creative, as well as Goodson’s familiarity with the culture and region, made the agency stand out from those participating in the review, say Dubai officials.

This assignment also was unusual with the level of involvement for Goodson.

"Scott personally named the city 'Dubai South' and created the 'City Of You' motto and a campaign which perfectly encapsulates the idea behind this dynamic new city," says Sanjay Patney, UAE’s director, corporate marketing. The campaign, he added, "is a powerful expression of a city where everything is designed around you, not the other way around. Scott and his agency team have been exceptional and have exceeded our expectations in delivering this immense campaign."

The city is home to the Al Maktoum International Airport, which will be the largest airport in the world when completed. The city is expected to be fully completed with as many as 1 million residents by the World Expo 2020.