Deep Dive Dubai Brand Repositioning

Context & Brief

Deep Dive Dubai is the world’s deepest indoor diving pool, making global headlines and breaking Guinness World records at launch. Yet after the initial PR wave, it risked being perceived as a record-breaking novelty rather than a must-do lifestyle experience.

At the time, the brand carried the platform “Let the Magic Sink In.” While visually evocative, the positioning lacked clarity: it leaned too heavily on mystique rather than the adventure and transformation the experience truly delivers, it didn’t anchor itself in Dubai’s cultural DNA of pushing boundaries, and it failed to resonate with audiences.

The brief was clear: build a commercially strategic positioning that would…

  • Differentiate Deep Dive Dubai from dive centres, aquariums, and one-off thrill attractions.

  • Build relevance with both first-time divers (the primary target audience) and experienced pros.

  • Establish it as an “only in Dubai” bucket-list destination with long-term brand equity.

What we did

  • Repositioned the brand using the 4Cs Truth Hunting methodology, leading to a clear brand positioning and North Star.

  • Reframed the creative platform into “Plunge Into Incredible,” supported by strategic thought starters.

  • Collaborated with the media agency to align on audiences, channels, and a messaging framework, culminating in an integrated campaign plan.

THE BRAND STRATEGY

THE BRAND STRATEGY

Since I have my AOW scuba license, I immersed myself in Deep Dive Dubai — literally — with a 30m dive, the perfect first-hand experience before tackling the brand positioning.

I experienced and documented the full customer journey, as well as the interviewed staff and the diving instructor.

The 4Cs - Strategic Positioning Methodology

Culture

Consumer

Category

Company

We defined this strategic positioning as the brand’s North Star; an internal compass to guide how the brand lives and operates, and the foundation that informed the creative platform.

From the strategic positioning, we created a line that captures the full depth and breadth of the experience while being as memorable and unique as Deep Dive Dubai itself.

We closed with a one-page recap of the strategy, supported by brand pillars and RTBs. This not only reinforced the repositioning but also paved the way for the messaging framework we developed once it was signed off.

The following renditions of creative were conceptual

As the Strategic Lead, here’s what I did…

1) Immersion

Used my Advanced Open Water license to dive 30m and experience the brand first-hand.

2) Strategic Development

Applied the 4Cs Truth Hunting methodology to establish the brand’s North Star.

3) Platform Reframe

Briefed and collaborated with the Creative team to develop the new brand platform line of “Plunge Into Incredible”.

4) Cross-Team Collaboration

Partnered with client and media agency to align on audiences, channels, and messaging.

5) Foundation Building

Developed brand pillars, RTBs, and a messaging framework to support the repositioning.

6) Campaign Planning

Designed a phased framework from quick wins to long-term brand-building activations.

Ask me about this project

Email

ejamesfox@gmail.com

Phone

+971 585 808 661