Case study: Queen Elizabeth’s School Campaign in Palm Jumeirah

Queen Elizabeth’s School Dubai launched a targeted outdoor advertising campaign on Palm Jumeirah to support its admissions drive in the UAE. Delivered by OOH UAE, the campaign focused on building awareness among families, residents and affluent visitors in one of Dubai’s most prestigious communities.

The campaign used the prominent façade screens at Palm Jumeirah Mall, creating a strong digital presence in a location surrounded by residential communities, hospitality destinations, leisure attractions and premium retail.

Rather than running continuously throughout the year, the campaign was divided into two carefully timed phases. The first ran from February to May, ahead of Dubai’s summer break. The second commenced in mid-August and continued through to mid-October, coinciding with the return of residents to Dubai and the start of a new school term.

The Campaign Objective

As Queen Elizabeth’s School prepared for its admissions in Dubai, the priority was to introduce the school to families and build visibility within a relevant local audience.

For a new school entering the Dubai education market, location was an important part of the media strategy. The campaign needed to reach parents and families in an environment where the school could establish a visible and credible presence over an extended period.

Palm Jumeirah provided access to a high-value audience that aligned closely with the campaign. The area is home to affluent residents and attracts visitors staying at its hotels, visiting its restaurants and leisure destinations, or spending time at its retail locations.

The objective was therefore clear: to build the school’s reputation and awareness in Dubai and attract new students by keeping the school highly visible in a prestigious area.

Why Palm Jumeirah Mall Façade Screens

The advertising screens on the outside of a mall in Palm Jumeirah give high visibility to the school’s advertisement. The screens also offered an opportunity to place the Queen Elizabeth’s School name in front of residents and visitors repeatedly as they travelled through and spent time around Palm Jumeirah.

For an education campaign, this localised approach helped keep the school visible among audiences who were more likely to be considering education options in Dubai.

A Two-Part Campaign Built Around Dubai’s Calendar

Timing played an important role in the campaign strategy.

The first phase ran from February through to May. This period provided Queen Elizabeth’s School with several months of visibility before Dubai entered the summer holiday season.

Families often begin considering school options well ahead of a new academic year, making the months before summer an important period for admissions activity. Running the campaign during this window allowed the school to build early awareness while residents were still in Dubai.

The campaign then paused during the summer period, when many residents travel outside the UAE.

The second phase began in mid-August as residents started returning to Dubai. It continued through to mid-October, providing another concentrated period of exposure around the beginning of the new school term.

This two-stage approach ensured the campaign was active during periods when its target audience was more likely to be in the city and thinking about the months ahead.

Supporting the School’s Admissions in Dubai

Launching a school in a new market requires awareness to be built before families can consider it as an option. Outdoor advertising gave Queen Elizabeth’s School a visible presence within the community from the early stages of its admissions activity.

Splitting the activity into two phases also allowed the campaign to follow the rhythm of life in Dubai. The February to May period captured audiences before the summer break, while the mid-August to mid-October phase re-established visibility as residents returned to the city.