Snow forecast for the United Arab Emirates

Motorists around the UAE have been lashed with rain, sand and high winds in recent days - and soon, they could be mistaken for thinking snow is on the way!

Emirates Holidays, the tour-operating arm of Emirates Airline, is elevating ski interest in the country and driving travellers towards 2000 kilometres of ski slope exhilaration with its new outdoor campaign.

Snowboards and skis fitted over cars – a familiar sight in Europe and North America during the winter season – will be clearly visible as they criss-cross the various emirates this entire month. The ski gear topped 20 Emirates’ Chauffeur-drive vehicles in the second phase of a multi-media blitz to promote the Emirates Holidays Ski Brochure 2007-2008.

Mike Simon, Emirates’ Divisional Senior Vice President, Corporate Communications, said: “The campaign aims to enhance awareness of the new Emirates Holidays ski product. Cars fitted with ski gear and driving past typical, desert-oriented environments are bound to create some buzz and interest. Our campaign intends to play on this curiosity element and drive potential holidaymakers towards an Emirates Holidays booking channel.”

The integrated campaign also included in-store promotions at the Mall of the Emirates and Mercato, newspaper insertions, and print, radio and online advertising in leading UAE-based titles.

Emirates Holidays launched its ski brochure this year with an expanded product featuring exclusive Canadian ski resorts. The ultimate guide to ski holidays, the Emirates Holidays Ski Brochure 2007-2008 provides an extensive choice of flexible and affordable quality packages to families, couples, singles and groups until 31st March.

Its highlights include 15 ski resort villages and 64 hotels in six countries, ski slopes catered for all levels of skill – from beginner to advance – as well as a wide range of other activities such as snowboarding, skating, tobogganing, paragliding, scenic walking and sleigh rides.