Dubai Tourism invites travellers to create their own cinematic experience in latest campaign

Filmed by Directors Guild award-winning director Craig Gillespie, the Spy Action inspired campaign features a series of six short trailer films across different genres, with each one taking viewers on a captivating journey across the city. 

Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism) has launched a new global campaign, Dubai Presents, featuring Hollywood stars Jessica Alba and Zac Efron. The campaign invites global travelers, experience seekers, storytellers, and artistic creators to put themselves in the picture, write their own script and appear in their very own cinematic adventure, with Dubai’s breathtaking locations providing the perfect backdrop.

Kicking off with the high adrenaline Spy Action genre, the campaign will also see Alba and Efron in a series of trailers across multiple genres launching in sequence over a period of four months.

As Dubai continues to keep its doors open to global markets, the city is ready to welcome visitors and service the surging demand for quality holidays complete with adventure, romance, and culture. 

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According to the tourism board, Dubai’s approach since the start of the global pandemic has been one of preparedness, agility, and consistency. It was one of the first cities globally to close and lockdown then became one of the first to open and stay open. This was achieved through a prudent and staggered approach to reopening of sectors while ensuring strict compliance with health and safety protocols in line with international practices. The gradual implementation of a multi-phase recovery program saw Dubai opening for domestic tourists in May 2020 and international tourists in July 2020.

Dubai Tourism has continued to communicate with audiences in key international markets to keep the city top-of-mind among travelers. Following on from a series of digital activations including #TillWeMeetAgain, #ReadyWhenYouAre, and #LiveYourStory, Dubai Presents builds on the city’s position as a safe, must-visit destination, while providing international travelers a fascinating insight into the city’s diverse destination offering.

Issam Kazim, CEO of Dubai Corporation for Tourism & Commerce Marketing (Dubai Tourism) said: “We are thrilled to be launching our new Dubai Presents campaign.  Through the series of trailers, we share a cinematic overview of the city’s locations, majestic landscapes, rich culture, and diversity, inviting travelers from around the world to visit Dubai to create their very own epic adventure. With this latest production, we take destination storytelling to a new level, showcasing Dubai as a city that celebrates the cultures of over 200 nationalities and provides a range of diverse experiences for the whole family, further reinforcing its profile as the best place in the world to live in, work and visit. Through these short films, we can turn the spotlight on our iconic skyscrapers and landmarks and highlight the unique ways in which visitors can create and own their memorable experiences and ultimately share their exciting stories of Dubai with the world.

“Amid a truly challenging and unprecedented time for the tourism industry, this new campaign is also a testament to our collaboration with city stakeholders and over 3,000 global travel partners to enhance our coordinated approach to attract tourists to Dubai. With their continuous support, we remain committed to broadening and strengthening Dubai’s tourism proposition, as we strive to realize our strategy of making 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. Leveraging our strong partnerships across the travel and tourism sectors in the city, we continue to work towards our roadmap of success for the safe return of travelers to Dubai. We are confident the Dubai Presents campaign will bolster our efforts to accelerate tourism momentum in what promises to be a landmark year for Dubai as we gear up for the upcoming Expo 2020 and the UAE’s Golden Jubilee celebrations.”

Designed to be a 360 global campaign, Dubai Presents will be launched across 27 global markets including India on 5 August 2021 in over 15 languages including English, Mandarin, German, Italian, French and Dutch. In India, the campaign will appear across channels including OTT, digital and social. In addition to the six celebrity-led trailers, the campaign also features a series of teaser assets to highlight Dubai's gastronomy, nature, active and self-indulgent holidays.

Dubai recently marked one year since its reopening in July 2020, with data from Dubai Tourism highlighting that the city welcomed an incredible 3.7 million overnight visitors of which 811.6 K visitors were from India during the 11-month period from July 2020 to May 2021.