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Case
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Reference no. 520-0095-1
Subject category: Marketing
Authors: Sarah Turnbull (University of Portsmouth)
Originally published in: 2020
Version: 27-Jun-2020
Revision date: 11-Sep-2020
Length: 6 pages
Data source: Generalised experience

Abstract

This case focuses on Dubai Wings, an airline based in the United Arab Emirates (UAE). The airline was established in 2016 and plans to extend its network, launching around five new routes a year for the next 5 years.The case centres around the challenge of a young Advertising Manager at Dubai Wings, Katy Bain. Katy had left her job in an agency in London to take up a client side role in Dubai. Although Katy has only been in her job for three months her boss Abdullah Karam, Dubai Wings' Vice President Marketing, has asked her to find the airline a new advertising agency. There are a number of challenges associated with finding a new agency. In this case, there are additional time pressures to deliver a launch campaign for the new Dubai-Paris route opening in three months' time. In addition to the deadlines, Katy is new to the UAE and therefore she has limited knowledge of the agencies in the local market. These issues provide an interesting context to the case study for students to explore.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Geographical setting

Region:
World/global
Countries:
United Arab Emirates; France; United Kingdom
Location:
Dubai, United Arab Emirates

Featured company

Dubai Wings
Employees:
1001-5000
Type:
Privately held
Industry:
Airline

Featured protagonist

  • Katy Cornwell (female), Advertising Manager

About

Abstract

This case focuses on Dubai Wings, an airline based in the United Arab Emirates (UAE). The airline was established in 2016 and plans to extend its network, launching around five new routes a year for the next 5 years.The case centres around the challenge of a young Advertising Manager at Dubai Wings, Katy Bain. Katy had left her job in an agency in London to take up a client side role in Dubai. Although Katy has only been in her job for three months her boss Abdullah Karam, Dubai Wings' Vice President Marketing, has asked her to find the airline a new advertising agency. There are a number of challenges associated with finding a new agency. In this case, there are additional time pressures to deliver a launch campaign for the new Dubai-Paris route opening in three months' time. In addition to the deadlines, Katy is new to the UAE and therefore she has limited knowledge of the agencies in the local market. These issues provide an interesting context to the case study for students to explore.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Geographical setting

Region:
World/global
Countries:
United Arab Emirates; France; United Kingdom
Location:
Dubai, United Arab Emirates

Featured company

Dubai Wings
Employees:
1001-5000
Type:
Privately held
Industry:
Airline

Featured protagonist

  • Katy Cornwell (female), Advertising Manager

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