Omnicom Media Group’s PHD has won the media planning and buying account for Dubai Parks and Resorts, the multithemed entertainment park set to become the largest of its kind in the world.

The win will see the agency covering domestic and international offline media activities ahead of the Floridastyle theme park’s grand opening in October 2016.

The Bollywood, Legoland and Motiongate parks are targeted to attract 6.7 million visitors in their first year from within the United Arab Emirates, the Middle East and North Africa region alongside the United Kingdom, Germany, Russia, India and China.

PHD will also work on the Legoland water park, the Lapita Hotel and Riverland Dubai – a centrally located 220,000-square-foot district that will host various retail, dining and entertainment outlets.

Elda Choucair, managing director of PHD UAE, said: “The sheer scale of this impressive project as well as the diversity of markets in which we will be working makes this an incredibly exciting brief for us.

“We’re literally contributing to building the future of Dubai as it is a landmark development that will further strengthen the city’s position on the world map. We can’t underestimate its significance for both international visitors and residents. They have huge ambitions and we’re ready with boundless energy in order to make sure Dubai Parks and Resorts grows to reach its full potential.”

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