Dubai Media Shines with Twin Awards at Singapore GovMedia
Dubai Media has won two awards at the 2025 GovMedia Awards in Singapore, adding another achievement to its excellence experience. Dubai Media Incorporated (DMI) stood out among global competitors and won two prestigious awards at the international event for the second year in a row. The organization received the ‘Campaign of the Year – UAE’ award for its influential ‘Fi Hob Dubai’ initiative. They also won the ‘E-Governance Project of the Year – UAE’ for their groundbreaking ‘Governance System Transformation’ project.
The complete governance transformation initiative has shown remarkable results. It reduced governance-related delays by 50% and achieved full alignment with global standards. The project then set up advanced protocols for data and AI governance. These protocols generate practical insights immediately while upholding AI ethics. These achievements show Dubai Media’s steadfast dedication to state-of-the-art solutions and excellence in creative campaigns and technological governance.
Dubai Media wins two awards at GovMedia Awards 2025
Image Source: GovMedia
Dubai Media Incorporated (DMI) won two prestigious awards at this year’s GovMedia Awards in Singapore. These achievements strengthen its position as a leader in media innovation. The organization earned recognition for both creative excellence and technological advancement, which shows its varied approach to media development.
The ‘Fi Hob Dubai’ campaign struck a chord with people from all walks of life. DMI’s marketing department launched this New Year initiative with exclusive songs that celebrated Dubai. The campaign included a special tribute to His Highness Sheik Mohammed bin Rashid Al Maktoum’s wife, Her Highness Sheikha Hind bint Maktoum bin Juma Al Maktoum. Powerful visuals, exclusive reports, and influencer-driven content helped showcase Dubai’s global influence, cultural diplomacy, and urban growth.
Different generations expressed their pride for Dubai through key segments of the ‘Fi Hob Dubai’ campaign. Special tributes showed appreciation for Sheikha Hind’s leadership in supporting national initiatives. The campaign also highlighted Dubai’s international relationships and the city’s ambitious future plans.
The ‘Governance System Transformation’ initiative matched this creative success. DMI designed this detailed overhaul to update old governance structures. The team created a future-ready, stakeholder-focused model that sets new standards in media governance. Dubai Media developed a system that improved operational speed, accountability, and lined up with global standards by working with leaders, employees, regulators, and strategic partners.
Dr. Maitha Buhumaid, CEO of Marketing and Communication at Dubai Media, shared her thoughts: “These accolades from the GovMedia Awards affirm Dubai Media’s strategic vision to lead institutional innovation and set new benchmarks in operational excellence.” She emphasized the ‘Fi Hob Dubai’ campaign’s importance as “a unique platform to reflect Dubai’s identity, its forward-looking vision, and its efforts to encourage cross-cultural involvement, further solidifying its status as a top global destination for living, working, and leisure.”
Maryam Al Kaabi, Director of Strategy and Governance at Dubai Media, added: “This award reflects the foresight and institutional ambition driving Dubai Media’s transformation agenda.” She noted their focus remains on “positioning Dubai as a global measure for media governance and content production, rooted in innovation, agility, and operational excellence.”
Dubai Media continues to boost Dubai’s identity, achievements, cultural energy, and growth. These efforts strengthen the emirate’s global position as a hub for media leadership and content innovation. The two awards highlight the organization’s integrated approach to excellence, which combines creative communication strategies with strong governance frameworks to create lasting changes in the media world.
Fi Hob Dubai campaign earns Campaign of the Year
The “Fi Hob Dubai” initiative won the prestigious United Arab Emirates Campaign of the Year – Media title at the GovMedia Awards 2025. The campaign earned recognition for its exceptional cultural effect and fresh approach. The New Year celebration featured a detailed campaign that reached out to people from all walks of life through various creative platforms.
Campaign celebrates Dubai’s cultural identity
“Fi Hob Dubai” campaign became a powerful showcase of Dubai’s unique cultural heritage. The initiative showed the city’s distinctive character beyond its prominent luxury attractions and skyscrapers. The “Pride of Generations in Dubai” segment captured how residents of all ages feel deeply connected to the emirate.
The campaign also featured “Dubai: The City of the Future” which showcased the emirate’s ambitious vision and ongoing work in leading global progress. This forward-looking perspective matched Dubai’s broader cultural story of accepting new ideas and advancement.
People often think Dubai lacks cultural depth. As with other successful cultural projects like “Dubai’s Got Culture,” which won multiple prestigious awards at the Dubai Lynx Awards and Cannes Lions International Festival of Creativity, “Fi Hob Dubai” changed how people saw the emirate. The narrative moved from just a modern, luxury-driven city to one that cherishes its rich cultural roots.
Songs and tributes highlight admiration for Sheikha Hind
Songs expressing people’s love for Dubai and Sheikha Hind bint Maktoum bin Juma Al Maktoum became the heart of the campaign. The tributes centered on “In Love with Dubai for the Mother of the Sheikhs” and showed deep appreciation for Sheikha Hind’s leadership in supporting national initiatives.
Sheik Mohammed bin Rashid Al Maktoum’s personal tribute to his wife inspired the campaign. During his 19th Accession Day celebrations, he called Sheikha Hind his “biggest wish” and the “most beautiful thing” in his life. This personal touch added emotional depth to the campaign.
Dubai Media celebrated Sheikha Hind’s remarkable achievements and generosity in deepening their commitment to Emirati family values and encouraging social unity. Her awards include:
- The Arab First Lady Award for supporting women’s causes (2006)
- The Golden Humanitarian Personality Award (2013)
- The Lifetime Achievement Award from the Arab Women Awards (2014)
- The Distinguished Quran Personality Award (2016)
- The Arab Woman Award for Humanitarian Action (2020)
- Islamic Personality of the Year (2024)
Influencer-driven content amplifies global reach
Strategic collaborations with influencers helped the campaign reach audiences beyond local borders substantially. This approach worked well in today’s digital world, where influencer marketing plays a crucial role in cultural messaging.
These partnerships helped “Fi Hob Dubai” showcase Dubai’s global influence and cultural diplomacy. “The World’s Love for Dubai” segment highlighted the city’s strong bonds with other countries, cementing its position as a global cultural hub.
The campaign combined powerful visuals and exclusive reports with influencer content to create an all-encompassing approach. This strategy helped the message appeal to different demographics and regions worldwide, which led to the campaign’s award-winning success.
Governance System Transformation secures E-Governance Project of the Year
Image Source: CIO
Dubai Media’s breakthroughs in institutional excellence have earned international recognition at the GovMedia Awards in Singapore for the second year running. The “Governance System Transformation” initiative won the prestigious “E-Governance Project of the Year – UAE” award. This achievement sets a new measure for media governance throughout the region.
Initiative reduces governance delays by 50%
Dubai Media’s complete governance overhaul has delivered remarkable results. The organization achieved a 50% reduction in governance-related delays. This success came from redesigning its governance framework based on international best practices. Many government entities don’t deal very well with traditional governance models that fail to meet the changing requirements of today’s media environment.
The transformation lined up perfectly with global standards[113]. Dubai Media now uses a state-of-the-art digital platform that provides instant oversight capabilities, compliance monitoring, and data-driven decision-making. Other UAE government initiatives show similar efficiency improvements in licensing and permit processes across Dubai.
AI and data governance improve transparency
Dubai Media’s governance transformation centers on advanced data and AI integration. State-of-the-art artificial intelligence technologies provide live useful insights. This approach supports Dubai’s commitment to AI-driven governance and follows the “Dubai Universal Blueprint for Artificial Intelligence”. The organization leads responsible AI adoption in the media sector.
The system has sophisticated data governance protocols to improve transparency while protecting information security. The system features well-laid-out policy frameworks and future-ready systems that support national data sovereignty standards. These improvements show Dubai’s strategy to embed AI in government operations for better efficiency, productivity, and public sector outcomes.
Stakeholder collaboration drives operational agility
Dubai Media’s governance transformation stands out because of its accessible, stakeholder-focused approach. Leadership, employees, external regulators, and mutually beneficial industry partners actively participated throughout development. This teamwork led to clear improvements in operational agility and accountability.
The stakeholder strategy matches Dubai’s successful model of public-private collaboration in digital transformation initiatives. Government technology experts confirm that “With a necessary level of autonomy [for private players], we ensure regulated collaboration” in govtech developments across Dubai. Maryam Al Kaabi, Director of Strategy and Governance at Dubai Media, describes this as “a model that delivers measurable improvements in operational agility, accountability, and alignment with global benchmarks”.
Dubai Media has strengthened its position as a pioneer in media governance. The organization created systems that balance breakthroughs with accountability in an increasingly complex digital world.
Leaders highlight strategic vision behind the wins
Image Source: GovMedia
“These accolades from the GovMedia Awards affirm Dubai Media’s strategic vision to lead institutional innovation and set new benchmarks in operational excellence. They underscore our commitment to building a resilient, future-ready media ecosystem that not only delivers pioneering content but also shapes the evolving landscape of public sector communications.” — Dr. Maitha Buhumaid, CEO of Marketing and Communication at Dubai Media
Dubai Media’s senior leadership shared their strategic vision after winning two prestigious awards at the GovMedia Awards 2025. Their success story reveals a broader perspective on their recent achievements.
Dr. Maitha Buhumaid emphasizes media innovation
Dr. Maitha Buhumaid, CEO of Marketing and Communication at Dubai Media, saw these awards as more than just recognition. “These accolades from the GovMedia Awards affirm Dubai Media’s strategic vision to lead institutional innovation and measure operational excellence,” she stated. Her expertise spans over 20 years in the UAE public sector. She has led several high-profile campaigns, including the successful EXPO 2020 media strategy.
Dr. Buhumaid described the ‘Fi Hob Dubai’ campaign as “a unique platform to reflect Dubai’s identity, its forward-looking vision, and its efforts to encourage cross-cultural involvement. This further solidifies its status as a top global destination to live, work, and enjoy leisure activities”. Her words highlight the campaign’s importance in strengthening Dubai’s global position.
Sheik Ahmed bin Mohammed bin Rashid Al Maktoum appointed Dr. Buhumaid as CEO of Marketing and Communication at Dubai Media. This decision supports the vision to enable UAE national talent. She previously served as Director of Dubai Press Club at the Government of Dubai Media Office for six years.
Maryam Al Kaabi outlines governance excellence goals
Maryam Al Kaabi, Director of Strategy and Governance at Dubai Media, explained their organization’s transformation journey. “This award reflects the foresight and institutional ambition driving Dubai Media’s transformation agenda,” she said.
Al Kaabi stressed their commitment to “positioning Dubai as a global measure for media governance and content production. This foundation rests on innovation, agility, and operational excellence”. The governance initiative uses analytical methodologies, structured policy frameworks, and future-ready systems to improve transparency and accountability.
Her perspective matches Dubai’s wider goals in digital governance. Officials recognize that the next 25 years will be vastly different from previous human history, especially when you have the rise of artificial intelligence and advanced technologies.
GovMedia Awards spotlight global public sector innovation
Image Source: GovMedia
The GovMedia Awards represents the top platform that highlights excellence in government communications and public sector breakthroughs worldwide. The 2025 ceremony happened on June 19 at Singapore’s Marina Bay Sands Expo and Convention Center. Government entities, private sector contributors, and intellectual leaders from the Asia-Pacific region gathered at this event.
Awards recognize excellence across Asia-Pacific
This prestigious event celebrates government organizations and private sector companies that create groundbreaking solutions to enhance public services and improve citizens’ lives. The GovMedia Conference & Awards goes beyond giving out honors. It creates opportunities for decision-makers to explore best practices through panel discussions, dialog, and field activities.
Dubai Media won two awards at the 2025 ceremony. City University of Hong Kong (CityUHK) received both “Hong Kong Digital Initiative of the Year – Education” and “Hong Kong Digital Transformation of the Year – Education” awards. They earned these awards by integrating advanced technology into higher education. The Office of the Privacy Commissioner for Personal Data (PCPD) earned the “Hong Kong Public Sector Initiative of the Year – Regulatory” award. They received this recognition for their guidance on artificial intelligence data protection.
These awards validate exceptional efforts and leading positions in their fields. Organizations had plenty of time to submit their entries. The nomination process started in November 2024 and ended in March 2025.
Categories include digital transformation and culture
The GovMedia Awards covers 23 distinct categories that recognize different aspects of public sector excellence. These include:
- Digital Transformation of the Year
- E-Governance Project of the Year
- Campaign of the Year
- Digital Initiative of the Year
- Public Sector Initiative of the Year
- Public-Private Partnership of the Year
- Crisis Management of the Year
- Smart City Initiative of the Year
These categories extend to 46 different sectors such as media, culture and arts, education, smart government, and regulatory affairs. This complete approach recognizes excellence in all aspects of public administration and innovation.
The event has become a key measure of government communications excellence in just a few years. Organizations like Dubai Culture have secured multiple awards in previous ceremonies.
Dubai Media’s double win at the 2025 GovMedia Awards marks a major milestone in its quest for excellence. The organization showed exceptional skills in creative campaigns and tech governance frameworks. Their award-winning ‘Fi Hob Dubai’ campaign highlighted the emirate’s rich cultural heritage and honored distinguished leaders like Sheikha Hind bint Maktoum bin Juma Al Maktoum. The game-changing ‘Governance System Transformation’ project set new measures for efficiency that cut governance delays by 50% and matched global standards.
These wins highlight Dubai Media’s commitment to innovation in many areas. Top leaders Dr. Maitha Buhumaid and Maryam Al Kaabi expressed how these awards confirm their organization’s modern approach to excellence. Their vision goes beyond content creation to build strong governance frameworks that balance innovation and accountability.
Back-to-back recognition at this prominent international platform makes Dubai Media a regional leader in media transformation. GovMedia Awards recognizes excellence in 23 categories and 46 sectors, validating organizations that show exceptional public sector innovation. Dubai Media now ranks among distinguished winners like City University of Hong Kong and the Office of the Privacy Commissioner for Personal Data.
These honors will boost Dubai’s global status as a hub for media leadership and content innovation. The organization’s comprehensive approach combines creative communication strategies with solid governance frameworks that create lasting effects in our evolving digital world. This balanced method shapes the future of media excellence where tech advances and creative vision work together.
Dubai Media keeps highlighting the emirate’s identity, achievements, cultural vibrancy, and growth story. This sets an example for the global media sector to follow. These awards prove their successful strategy works – one that other organizations can study and adapt to their needs.
