The heat has broken, terraces are open and the city’s tables are filling up again, from long lunches to late dinners. To celebrate the start of Dubai’s new season, FIRSTLINE, the Royalty platform that turns guest influence into measurable value, today unveils Back to Dubai, running from 10 to 31 October 2026.
The campaign places FIRSTLINE at the heart of the city’s social comeback and brings to life the platform’s core promise: Book. Dine. Earn Royalties. The campaign features Bâoli Dubai, the first restaurant onboarded onto the platform, inviting members to rediscover the city’s dining scene at one of its most sought-after addresses.
To mark the occasion, members will receive an extra AED 50 in FIRSTLINE Points for a visit booked through FIRSTLINE and completed between 10 and 31 October 2026. The Points will be credited automatically once the visit is complete, with the offer limited to one per member.
Speaking about the campaign, Narek Sirakanyan, Founder & President, Freedom International Group, said: “We are investing in Dubai’s restaurant industry with both capital and technology. FIRSTLINE is the world’s first Royalty platform, and Back to Dubai is what it looks like in action: our members return to the city’s best tables, starting with Bâoli Dubai, and earn Royalties on the demand they create.”
Charlotte Bellot, Associate Marketing Director Bâoli Dubai, added: “As the new season begins, we are delighted to welcome FIRSTLINE members back to Bâoli Dubai and to be at the heart of this campaign.”
Launched in the UAE and backed by Freedom International Group, FIRSTLINE gives members two ways to earn: VIP Credits based on their spend, and Royalties that recognise the influence they have on fellow diners. Members progress through four tiers (Bronze, Silver, Gold and Platinum), with their Royalties growing at every level. Every booking, visit, VIP Credit and Royalty is tracked through the platform, so members can see the value of their dining.
