Throughout the programme, students had to create advertising campaign pitches to promote Dubai in Hong Kong or Mainland China.
It was the first year that Canadian University Dubai (CUD) and the School collaborated on organizing a summer programme for the students of the School. Students had the opportunity to visit key attractions in Dubai, such as the Dubai Frame and the Burj Khalifa, and to experience the Ramadan. Throughout the programme, students had to create advertising campaign pitches to promote Dubai in Hong Kong or Mainland China.
(Public Relations, Year 4)
My expectation about Dubai was that it would be a luxurious place with many skyscrapers and advanced technology, a place where people are rich with an indulgent lifestyle. It is partly true as I have discovered another side of Dubai during the trip.
In terms of architecture, there are indeed many skyscrapers with an aesthetic design that cannot be found in other places, such as the Burj Khalifa and the Dubai Frame. Unlike Hong Kong, buildings in Dubai employ curvy structures and almost every building is uniquely designed. But apart from the modern architecture, there is the “Old Dubai” with its traditional architecture, including the Historical District near Al Fahidi Historical Neigbourhood and the Old Souk. To me, Dubai presents a picture of individual houses built with rough walls.
Dubai presents a picture of individual houses built with rough walls.
(PRA alumna, Class of 1993;
Former Director of Rankings and International Development, Canadian University Dubai)
During my term with CUD, as Director of Rankings and International Development at CUD, I was responsible for building networks and forging academic collaborations with universities in Asia.
HKBU was the first university that I brought into a CUD summer school programme for students of the School of Communication. Thirty-five students from the School came in June this year to experience Middle East culture and learn more about the media and PR industries in Dubai. As the Expo 2020 hosted in Dubai is coming up soon, students had a valuable opportunity to visit the Expo office and gained a good understanding of the planning and preparation for such a big event that the whole world is watching.
Wong Ka Wah
(Advertising, Year 2)
The most impressive experience for me was Ramadan because it allowed me to have a better understanding of cultural differences. Dubai is a multi-cultural city with people from different countries, cultures and religions. I learnt how to embrace and respect the differences between different cultures. During Ramadan, we could not eat or drink after sunrise or before sunset to respect the Muslims. I could not adapt to it at first, but I kept reminding myself to respect the Dubai culture because this part of the world belongs to them.
For our summer exchange programme organised by Canadian University Dubai this year, we had to create advertising campaign pitches to promote Dubai in Hong Kong or Mainland China.
The aim of our group advertising campaign was to persuade Chinese men and women aged 18-35 to travel to Dubai. The campaign objectives were to make Dubai a favourite destination for Chinese people to travel to, and to increase Chinese visitor arrivals and Chinese tourism spending.
Our advertising strategy was to promote living and travelling in Dubai — an easy, fun and diverse city — by showing the real-life experiences of Chinese people in Dubai through a live stream video platform andoutdoor advertising. Our tagline, “D bai is not complete without U”, showed the hospitality of Dubai people and enabled the audience to be highly engaged by making them feel that they are very much needed to complete Dubai. Our team made a serial video and a poster as a billboard to encourage people to take pictures to represent the “U” to support our ad campaign.