Dubai Tourism, the Department of Tourism and Commerce Marketing of Dubai, has unveiled its latest worldwide campaign, which has Ms. Jessica Alba and Mr. Zac Efron as stars, as it continues to support world travel growth and recovery.
Kicking off with the high adrenaline Spy Action genre, the campaign will see a series of exciting new content launching in sequence to keep audiences guessing and anticipating.
This new campaign will see over 2,000 assets released in 27 countries all over 16 languages via film, print, broadcast, out of home, digital, and social media channels, building on the enormously popular campaign film, ‘A Story Takes Flight,’ released by Dubai Tourism in 2019 and featuring Ms. Gwyneth Paltrow, Ms. Kate Hudson, and Ms. Zoe Saldana.
Issam Kazim, CEO – Dubai Tourism
“Dubai Presents builds on the successes of our most prominent brand campaigns and marks the next evolution in our marketing strategy as we continue to innovate our platform that not only highlights the city’s iconic locations, enviable lifestyle, and infrastructure, but also celebrates Dubai’s appeal as a hub for creative talent in cinema, music, art, and design, amid a truly challenging and unprecedented time for the tourism industry, the launch of the Dubai Presents campaign is a testament to our collaboration with city stakeholders who continue to play an instrumental role in broadening the city’s infrastructure and proposition as we all strive to realize the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai to make Dubai the most visited and one of the most recommended travel destinations in the world, all while keeping the health and safety of our residents and visitors our topmost priority.”
The campaign promotes narrative and content production in all forms, relying on the city’s role as a worldwide creative hub and a lighthouse for the international, national, and local community of filmmakers, content creators, and other ambitious creatives.
It appeals to travelers of all ages and budgets, including domestic travelers and the visiting friends and relatives (VFR) segment. Dubai Presents demonstrates Dubai as the right place for a vacation or homestay, giving the whole spectrum of experiences for all types of visitors.
Internationally acclaimed actress, author, and founder of The Honest Company Mr. Jessica Alba noted that “Being able to play multiple characters across the series gave me an opportunity to see the city in ways I wouldn’t have imagined. One moment I was winding my way through the spice souk in Old Dubai, and the next I was on the top floor of the iconic Burj Al Arab performing my own stunt sequence for an action scene. Dubai has so much to offer- from beautiful locations to the amazing food and energy to match, I loved every part of it.”
In accordance with COVID-19 guidelines, filming took place over a five-day period. The production took place with a cast and crew of over 180 people representing 27 nationalities including celebrity talent and director, award-winning creation and creative teams, to a global filming production team, which includes talent drawn from across the Emirates. Dubai Presents evokes the creative spirit of a cosmopolitan city rooted in cultural diversity.
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