Marketing and Communications



Launched as a Government of Dubai project in 2006, Dubai South is mandated to embody the vision of His Highness Sheikh Mohammed Bin Rashed Al Maktoum by manifesting the urban and societal themes outlined in the Dubai Plan 2021. These themes relate to Dubai becoming a city of happy, creative and empowered people, an inclusive and cohesive society, the preferred place to live, work and invest, a smart and sustainable city, and a pivotal hub in the global economy. 

Being such a large-scale project with several business units operating across different industries (real estate, free zone, logistics and aviation), it was important for Dubai South to enhance its current position in the market, revisit its business priorities and organisational structure to propel themselves forward in a more strategic way.



Acorn Strategy was contracted to provide strategic consultancy and conduct in-depth analysis on the current operation and positioning of Dubai South, which ultimately led to creating an overarching marketing and communications strategy with full recommendations on marketing budgets, campaigns and the necessary marketing team structure to support the growth of Dubai South. 



Working closely with the Dubai South team over a four-phase strategy, marketing priorities were redefined, a new brand hierarchy and manifesto was agreed upon; followed by a full customer-journey and targeting plan for Dubai South and its individual business units. 

A full messaging house, brand tone of voice, social media plan and creative campaign concepts were produced across business units along with the most impactful tactics per channel to reach the desired audience types. 

Once this was defined, an integrated marketing and communication plan was developed for the coming year along with a proposed team structure with responsibilities and scope.



  • Collaborating with the teams from multiple business units within Dubai South (Logistics/ Ecommerce, Business Park/ Freezone, Aviation, Residential and Commercial) 
  • Overarching marketing and communications strategy
  • Targeted messaging and campaigns for Dubai South as a whole and per business unit / customer type 
  • Full marketing action plan, KPIs and budgets needed 
  • Recommended team structure and job responsibilities/ scope  
  • Website review and audit 
  • Corporate scripts and crisis planning 
  • CSR Strategy