The brief is "to tell the story of Dubai as a city and a brand". Agencies are being asked to design a communications strategy involving digital, around the new tag line "Dubai makes the remarkable happen".
This replaces the previous brand "Definitely Dubai". Dubai Tourism is currently being supported by two local agencies and is now looking for an international strategy spanning the travel, tourism and hospitality sectors.
Agencies have the opportunity to bid on a regional basis or internationally. The deadline to register is 16 December with presentations to take place in Dubai from 17-23 December.
The brief covers a five-year period from 2015-2020, gearing up to the 2020 Expo which is being hosted in Dubai.
So far a number of agencies have been approached.
Issam Kazim, CEO, Dubai Corporation for Tourism & Commerce Marketing, said: "In line with the development and implementation of a new global marketing blueprint for Dubai, including a new city-brand and tourism website (due to be launched shortly), the Dubai Corporation for Tourism and Commerce Marketing has recently issued an RFP relating to international PR agency support.
"As per our policies, the nature of the RFP is confidential, however it is important to note that the scope of work contained within the RFP is a new scope of work and does not replace any existing scopes of work related to PR agency support."