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Discuss this article (19 Comments)Dubai has the X-Factor
by This email address is being protected from spam bots, you need Javascript enabled to view it on Sunday, 30 August 2009
Brand Dubai has had a bit of a kicking in recent months.
Shark-like television documentary makers and newspaper columnists have scented blood in the water for the Middle East’s business and entertainment hub, and have trotted out identikit versions of the same story: impoverished labourers, expats living in cars (or dumping them in the desert), and the real estate projects turning to dust.
The stories may be grounded in truth, but Dubai will not be humbled.
It is now hitting back with a charm offensive designed to detox the brand, build confidence within the global business community, and bring the tourists flooding back.
Who does the city turn to when it needs to burnish its image? None other than the current master of showbiz marketing: Simon Cowell.
Mr Cowell has turned talent spotting into a multi-billion dollar industry. His two key brands: X-Factor and Britain’s Got Talent (and their US counterparts), have made millions for his companies, and also for myriad other companies that have associated themselves with his brands and acts.
X-Factor and Britain’s Got Talent are the two highest rated shows in the UK’s entire year of programming.
If you want to target the British public, there is no better conduit than Mr Cowell.
Which is why it should come as no surprise that Dubai has turned to the pop svengali as part of its effort to clean up its reputation. X-Factor is coming to town.
Right now, Danni Minogue, a celebrity judge on X-Factor, and her older sister Kylie, are in Dubai to film a key component of the series: the boot camp where a select number of acts is whittled down from around 10 to the final few that will make it to the live television finals.
The boot camp shows will centre on relatively talented wannabes (the hugely entertaining delusionists have been weeded out by this stage) buckling under the pressure of being so close to the finals, but not quite making it.
But in the background will be Dubai: sun shining, azure waters glinting, skyscrapers towering, everybody smiling.
The subliminal message will be priceless to the city.
There will be no labour camps, no fraudsters, no building sites, no road works, just serene, warm, safe and sunny bliss.
As product placement goes, there is nothing so effective as Danni and Kylie Minogue using Dubai as a location for X-Factor. It won’t stop the sharks circling, and may even attract a few more, but there is an alternative message being heard by the British public: Dubai has the X-Factor.
READERS' COMMENTS
Disclaimer: The views expressed here by our readers are not necessarily shared by ArabianBusiness.com or its employees.
Really, Dark Ages?
Posted by BobTheBuilder, Dubai, U.A.E. on Wednesday 2 September 2009 at 13:58 UAE time
Oh dear, as usual the article in question has resorted to "Brit Bashing" in the comments section. "Dark Ages" indeed.
Firstly, no race should be tarred with same brush, true there are Brits who behave like feral children, just as there are Indians, Chinese, Africans and Arabs who do likewise - to say that ALL Brits etc are unruly and uncivilized - and you do so with your sweeping statement - displays a level of intelligence on a par with that of the people you are complaining about.
Secondly, perhaps people are using the moniker Brits to describe every caucasian who behaves badly. I would say we'd have a wager on it, but perhaps that might offend the fragile racist sensibilities displayed here.
Thirdly, it really is funny to me that people have the gall to make comments such as Soads. Then those with similar views scream racism or religious discrimination when France decides to ban the burqa. Once again, racist statements are made by base, ignorant people who project their own inadequacies onto others.
So yes, lets not be overly sensitive here.
Finally, *yawn* "If you don't like it, go home." *yawn*
Lets get this straight. All of us who are here want Dubai to succeed. Constructive criticism IS justified no matter what part of the world you are in, or where you are from. If you cannot take criticism, perhaps you should stop the Marketing people pushing the "Dubai is the best city in the world" angle. There are problems here, just as there are in cities all over the world.
Posted by BobTheBuilder, Dubai, U.A.E. on Wednesday 2 September 2009 at 13:58 UAE time
Oh dear, as usual the article in question has resorted to "Brit Bashing" in the comments section. "Dark Ages" indeed.
Firstly, no race should be tarred with same brush, true there are Brits who behave like feral children, just as there are Indians, Chinese, Africans and Arabs who do likewise - to say that ALL Brits etc are unruly and uncivilized - and you do so with your sweeping statement - displays a level of intelligence on a par with that of the people you are complaining about.
Secondly, perhaps people are using the moniker Brits to describe every caucasian who behaves badly. I would say we'd have a wager on it, but perhaps that might offend the fragile racist sensibilities displayed here.
Thirdly, it really is funny to me that people have the gall to make comments such as Soads. Then those with similar views scream racism or religious discrimination when France decides to ban the burqa. Once again, racist statements are made by base, ignorant people who project their own inadequacies onto others.
So yes, lets not be overly sensitive here.
Finally, *yawn* "If you don't like it, go home." *yawn*
Lets get this straight. All of us who are here want Dubai to succeed. Constructive criticism IS justified no matter what part of the world you are in, or where you are from. If you cannot take criticism, perhaps you should stop the Marketing people pushing the "Dubai is the best city in the world" angle. There are problems here, just as there are in cities all over the world.
DARK AGES STREAK
Posted by Deepika Ramachandran, Dubai, UAE on Tuesday 1 September 2009 at 18:20 UAE time
Mister Bahrain or UK taxi theres nothing wrong with Soad's comments, whether you like it or not many countries have become victims to the unruly and uncivilized behavior of the British. Lets not be unduly oversensitive here. We are guests in this region and we must abide by their laws. Anyway the jails are always there for those whose parents and society failed to discipline, thats what jails are for. Its amazing how the dark ages streak always finds a way to exhibit itself in such unruly people even after thousands of years, think about it mister UK taxi
Posted by Deepika Ramachandran, Dubai, UAE on Tuesday 1 September 2009 at 18:20 UAE time
Mister Bahrain or UK taxi theres nothing wrong with Soad's comments, whether you like it or not many countries have become victims to the unruly and uncivilized behavior of the British. Lets not be unduly oversensitive here. We are guests in this region and we must abide by their laws. Anyway the jails are always there for those whose parents and society failed to discipline, thats what jails are for. Its amazing how the dark ages streak always finds a way to exhibit itself in such unruly people even after thousands of years, think about it mister UK taxi
To Abu Ali
Posted by zman on Tuesday 1 September 2009 at 12:28 UAE time
RTA needing six months to pave a simple road is a lame example? Etisalat taking more than 2 weeks to reply to a customer's request is a lame example? what is a good example then Mr Abu Ali? are you going to tell me go home now if I don't like it? a sad reply by a sad person.
Posted by zman on Tuesday 1 September 2009 at 12:28 UAE time
RTA needing six months to pave a simple road is a lame example? Etisalat taking more than 2 weeks to reply to a customer's request is a lame example? what is a good example then Mr Abu Ali? are you going to tell me go home now if I don't like it? a sad reply by a sad person.
To Soad
Posted by Bahraintaxi on Tuesday 1 September 2009 at 09:33 UAE time
As an Arabic-speaking long-term British resident of the Gulf, I too despair at the 'wild unruly crude' behaviour of the kind of Brits who were attracted to Dubai during property boom of the mid 2000s. The behaviour and attitude of such people truly revolts me.
That said, neither are all GCC citizens are the paragons of virtue they like to imagine them themselves to be, as a quick glance at the clientele of certain nightclubs and hotels will confirm.
One could also mention the abuse of domestic servants, homicidal driving, and gross environmental negligence.
That fact is that when money is seen to be everything, when people see the price of everything and the value of nothing, and greed takes over a society, this has a corrupting influence on everyone, whatever their race, nationality or religion.
Civic virtues and mutual respect vanish, to be replaced with a dog eat dog ethic in which everybody is treading on everyone else in order to climb the ladders of wealth and status (real or imagined).
Turning Dubai's fortunes around will involve a return to civic values and mutual respect, along with a serious investment in long-term sustainability and the development of indigenous human resources.
The X Factor will forward nothing, but neither will silly comments like Soad's.
Posted by Bahraintaxi on Tuesday 1 September 2009 at 09:33 UAE time
As an Arabic-speaking long-term British resident of the Gulf, I too despair at the 'wild unruly crude' behaviour of the kind of Brits who were attracted to Dubai during property boom of the mid 2000s. The behaviour and attitude of such people truly revolts me.
That said, neither are all GCC citizens are the paragons of virtue they like to imagine them themselves to be, as a quick glance at the clientele of certain nightclubs and hotels will confirm.
One could also mention the abuse of domestic servants, homicidal driving, and gross environmental negligence.
That fact is that when money is seen to be everything, when people see the price of everything and the value of nothing, and greed takes over a society, this has a corrupting influence on everyone, whatever their race, nationality or religion.
Civic virtues and mutual respect vanish, to be replaced with a dog eat dog ethic in which everybody is treading on everyone else in order to climb the ladders of wealth and status (real or imagined).
Turning Dubai's fortunes around will involve a return to civic values and mutual respect, along with a serious investment in long-term sustainability and the development of indigenous human resources.
The X Factor will forward nothing, but neither will silly comments like Soad's.
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