Initiative won the business without a pitch, as the Dubai government gears up for a push to promote its tourism industry. The agency has previously worked for Dubai Tourism when it was appointed alongside its sister outdoor specialist International Poster Management in 2005.
However, the media account had since switched to BLM Red, the specialist luxury and retail arm of BLM Media. BLM Red worked on a series of advertorials that ran in glossy Conde Nast titles including Tatler, Vanity Fair and Conde Nast Traveller.
Following Initiative's appointment, spend on the account is expected to be close to £1 million. Creative work has previously been developed in-house and by overseas agencies.
Dubai Tourism operates locally out of 15 offices that report to its headquarters in Dubai. It is currently expanding into China, having already marketed itself extensively across Europe, North America and key markets in Asia.
The win is the third for Initiative in recent weeks, following the capture of the Gossard underwear and Match.com online dating accounts.