Dubai launches new global marketing campaign with Jessica Alba and Zac Efron

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Dubai’s Department of Tourism and Business Marketing (Dubai Tourism) has launched its latest global campaign, featuring superstars Jessica Alba and Zac Efron, as it continues to drive the recovery and growth of global travel.

Dubai Presents – filmed by award-winning Directors Guild director Craig Gillespie of recent film fame Cruella – takes a unique perspective on global destination advertising, using a highly stylized film trailer approach to create a Engaging content, against a backdrop of some of Dubai’s most iconic landmarks and unique hidden locations.

Beginning with the high-adrenaline Spy Action genre, the campaign will see a series of exciting new content launched in sequence to keep audiences guessing and anticipating. Building on the hugely successful ‘A Story Takes Flight’ campaign film released by Dubai Tourism in 2019 and starring Gwyneth Paltrow, Kate Hudson and Zoe Saldana; this new campaign will see more than 2,000 content broadcast in 27 countries in 16 languages ​​via cinema, print media, broadcast, outdoor, digital and social networks.

Dubai recently marked a year since it reopened to international travelers. Data from Dubai Tourism shows that the city received 4.1 million overnight visitors during a 12-month period from July 2020 to June 2021. This figure underscores the leading role that Dubai continues to play in the recovery of global tourism by providing a safe, engaging and memorable experience. for travelers. Dubai’s approach since the onset of the global pandemic has been one of preparedness, agility and consistency. It was one of the first cities in the world to reopen its markets and businesses, and continues to remain open. This was achieved through a cautious and phased approach to reopening sectors while ensuring strict adherence to globally compared health and safety protocols. The gradual implementation of a phased recovery program saw Dubai open to domestic tourists in May 2020 and international tourists in July 2020. The UAE also has one of the highest per capita vaccination rates. highest in the world.

Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (Dubai Tourism) commented: “Premiered with the Spy-Action trailer, this latest campaign uniquely weaves the art of cinema to present Dubai as a city ​​with many facets. Dubai Presents builds on the successes of our most important brand campaigns and marks the next evolution of our marketing strategy as we continue to innovate our platform that not only showcases the city’s iconic locations, the style of enviable life and infrastructure, but also celebrates Dubai’s appeal as a hub for creative talent in film, music, art and design.

“Amid a truly difficult 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 a pivotal role in expanding the infrastructure and the city’s proposal as we all strive to realize the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the United Arab Emirates and Ruler of Dubai to make Dubai the destination most visited and recommended travel agency in the world, while keeping the health and safety of our residents and visitors our top priority. In this historic year of Expo 2020 and the UAE’s Golden Jubilee, Dubai Presents invites the world to join us as we showcase the city’s best, world-class experiences and infrastructure. for travelers and residents around the world, further strengthening its global appeal as the world’s best city to live, work and visit. ”

Building on the city’s status as a global creative hub and flagship for the international, regional and local community of filmmakers, content creators and other budding creatives, the campaign showcases storytelling and content creation in all its aspects. shapes. Attracting tourists of all ages, with varying budgets, including domestic travelers and the visiting friends and relatives (VFR) segment; Dubai Presents demonstrates that Dubai is the perfect destination for vacation or stay, offering a full range of experiences for all types of travelers.

Internationally acclaimed actress, author and founder of The Honest Company Jessica Alba said, “Being able to play multiple characters on the show has given me the opportunity to see the city in a way I never imagined. One moment I was making my way through the spice souk of old Dubai, and the next moment 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 – beautiful places with delicious food and an energy to match, I loved every part of it.

Award-winning actor and producer (Greatest Showman; Extremely Wicked, Shockingly Evil and Vile; Down to Earth with Zac Efron) Zac Efron commented, “I’ve been to Dubai before, but never got to really appreciate the city this way. . . Despite the fact that I travel often, it is rare to have the time and opportunity to truly explore and take advantage of the city’s offerings. The desert was especially special to me… a landscape so peaceful and calm and unlike anything I had ever seen. The people of Dubai were incredibly warm and hospitable and invited me to enjoy the culture by their side. I love the idea of ​​discovery and exploration and Dubai did not disappoint.

Director’s Guild, award-winning director Craig Gillespie, commented: “The most exciting thing about this project was being able to use the art of filmmaking to show how vibrant and diverse Dubai can be. For some it is the ultimate luxury adventure, for others it is a romantic getaway with quirk and nostalgia or an eye-opening journey of culture and heritage. Zac and Jessica’s versatility as actors, combined with dramatic sets and a crew from all over the world, made cinema magic and we are excited to share this series with the world.

In accordance with strict COVID-19 protocols, the filming took place over a period of five days. With a diverse cast and crew of over 180 people representing 27 nationalities – from celebrities and directors, award-winning production and creative teams to a world-class film crew including talent from the United Arab Emirates – Dubai Presents evokes the creative spirit of a cosmopolitan city rooted in multiculturalism.


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