On behalf of the Dubai Health Authority, BPG Group has created ‘Dubai Health Experience – DXH’, a prestige brand to build Dubai’s standing as a leading global tourism destination.
The Dubai Health Authority aims to make Dubai a regional and international hub for medical tourism and attract over 500,000 medical tourists by 2020.
The authority operates under a direct mandate from its President HE Sheik Hamdan Bin Rashid Al Maktoum and is working closely with a carefully selected group of hospitals and clinics to develop world-class packages to attract medical tourists from all over the world.
Partnerships have been developed with Emirates and several hotel groups to ensure that the full potency of Dubai’s appeal as a medical tourism destination can be leveraged.
BPG created the new brand Dubai Health Experience – DXH, the logo and the tagline “Embrace Life”.
The agency has also developed a website to support the launch, www.dxh.ae, and a mobile app that allows patients from around the world to discover what DXH has to offer in terms of treatments, travel, hotels and entertainment.
Nick Clements CEO of BPG Bates, says in a press statement: “This is a wonderful brief for the BPG Group and is a truly integrated project which allows us to bring all of our skill sets to bear in the creation, launch, and roll out of a world class brand. Our work has included the positioning, strategy and design for the brand itself, the creation and implementation of the website, and the creation of PR, social media, and advertising campaigns.”