SOUEAST and Time Out launch Dubai weekend lifestyle campaign

SOUEAST has teamed with Time Out to roll out an “Inspirational Weekend” campaign in Dubai, using urban getaways and creator content to position the S08 DM as a lifestyle-focused SUV. The effort also expands into test-drive activations at SOUEAST showrooms in Dubai and Abu Dhabi.

Why it matters: - SOUEAST is leaning into lifestyle marketing as automotive buyers place more weight on identity, experience and emotional connection. - The campaign is designed to position SOUEAST as an “Urban Travel Companion” and extend the brand’s message beyond Dubai to a wider audience. - The company is also using the campaign to drive showroom traffic and create purchase interest through hands-on test drives.

What happened: - SOUEAST partnered with Time Out to launch the “Inspirational Weekend” integrated marketing campaign in Dubai. - The collaboration frames Dubai as a travel destination and centers the brand’s “EASE YOUR LIFE” philosophy. - Time Out invited lifestyle creators from the Middle East to explore Dubai in the SOUEAST S08 DM, a 7-seat urban comfort SUV. - The campaign content features seaside getaways, padel tennis, culinary experiences, art exhibitions and city events.

The details: - The SOUEAST S08 DM is described as a 7-seat SUV built for weekend trips and city travel. - The vehicle’s featured attributes include a spacious interior, intelligent cockpit and other comfort-focused features. - Time Out highlighted the S08 DM as a vehicle made for family outings, group trips and spontaneous exploration. - SOUEAST will add themed activities at its Dubai and Abu Dhabi showrooms. - Consumers will be able to test drive the S08 DM and receive exclusive purchase benefits. - The campaign’s online activity is continuing to gain traction. - SOUEAST provides more information on its brand website and social channels on Facebook, Instagram and TikTok under Soueast Global.

Between the lines: - SOUEAST is using media, creator content and local experiences to shift the conversation from vehicle specifications to lifestyle fit. - The “Travel+” strategy appears aimed at tying the brand to local culture and leisure patterns in each market. - Dubai and Abu Dhabi serve as launch points for a broader regional brand-building push.

What's next: - SOUEAST plans to keep advancing its “Travel+” strategy across markets. - The company will continue blending local culture and lifestyle cues into future travel experiences. - Additional consumer-facing activities at the Dubai and Abu Dhabi showrooms are expected to support the campaign’s momentum.

The bottom line: - SOUEAST is trying to turn a product launch into a lifestyle platform, with Time Out giving the campaign regional reach and cultural credibility.