Dubai is to launch its first turn-of-year marketing campaign in the UK, spending £1 million on TV advertising and with trade partners.

The emirate’s UK trade marketing arm said the decision to run a peaks campaign next year after cutting all advertising spend in 2010 was a sign of the market bouncing back after a tough period.

Partnerships for the January sales push have been struck with 10 travel firms including Travel 2, Gold Medal, Thomas Cook, Virgin Holidays, Advantage, Worldchoice/TTA, Global and Travelzoo.

Activity will include online and offline advertising across radio, television, magazines, national press and London Underground. 

Agents will also be sent downloadable posters and point-of-sale material, agent incentives and online banner and trade press advertising.

Ian Scott, director of tourism and marketing at the Department of Tourism and Commerce Marketing, said: “We have worked really hard to get budget approval for this campaign after seeing confidence return and recovery in 2010.

“Numbers are stacking up really well and third-quarter figures have pointed to a significant recovery.”

Scott said the destination was trading 6% up from January to September compared with the same period in 2009.

The campaign coincides with the launch of a new brand identity, Definitely Dubai, aimed at raising awareness of the emirate.

Much of the co-funded agent marketing activity in January is likely to focus on families in what is a peak booking time for family holidays.

Andy Freeth, managing director of Travel 2, said the Dubai campaign was a boost for the trade. “We want to send a message to agents that we have the deals from suppliers to put Travel 2 on the map when it comes to Dubai. We have never had that before.”