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The XLine Dubai Marina 

In 2017, The B Collective was engaged to launch world’s longest urban zipline in a way that maximises the opportunity to its full potential while at the same time, ensures ongoing excitement and buzz about the new attraction. With a number of challenges presented along the way, a tailored and flexible approach was needed.

A proactive approach saw The B Collective take the lead and work with top-tier media outlets (including international wires) under embargo to release specific details at key points. The result was ongoing and buzz-generating stories in the lead up to the launch of the XLine Dubai Marina. 

For the launch, we pitched the idea of a live broadcast launch to be held over key media outlets' social media channels. The result was a launch that reached millions of people globally in less than 24 hours. 

Since that time, we have worked with XDubai to promote the Xline at key moments, including its reopening following closure due to pandemic lock-down measures. 


To date, coverage for the XLine Dubai Marina has spanned the globe from Columbia to China, the USA to France and of course, across the region. At current estimates, over 300 pieces of coverage were secured reaching hundreds of millions of people… and counting! 


Media Strategy 

Global Launch 

Ongoing Media Relations 




Since 2017 

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