Dubai Tourism launches “Dubai Presents” campaign

Tuesday, August 10, 2021

Dubai Tourism recently launched a new global campaign titled “Dubai Presents” featuring Hollywood celebrities like Jessica Alba and Zac Efron. The campaign aims to invite global travellers, 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 breath-taking locations providing the perfect backdrop.

Created by Directors Guild Award winning director Craig Gillespie, the campaign features a series of six short trailer films across different genres, with each one taking viewers on a captivating journey across the city. Beginning with a 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.

Designed to be a 360 global campaign, Dubai Presents will be launched across 27 global markets. In the U.K., the campaign will appear across channels including TV, out-of-home, over-the-top, cinema, digital and social media platforms. In addition to the six trailers featuring celebrities, the campaign also features a series of teaser assets to highlight gastronomy, nature, active and self-indulgent holidays in Dubai.

The campaign comes as the city braces to open its doors to international visitors and service the surging demand for quality holidays complete with adventure, romance and culture. Dubai Tourism has also continued to communicate with audiences in key international markets to keep the city top-of-mind among travellers.

Dubai recently marked one year since its reopening in July. As per official data from Dubai Tourism, the city welcomed a 3.7 million overnight visitors of which 194,000 visitors were from the UK during the 11-month period from July to May 2021. Issam Kazim, Chief Executive of Dubai Corporation for Tourism & Commerce Marketing (Dubai Tourism), said they are thrilled to launch the new Dubai Presents campaign. 

He mention that the organizations aim to share a cinematic overview of the city’s locations, majestic landscapes, rich culture and diversity through a series of trailers and invite travellers from around the world to visit Dubai to create their very own epic adventure. He shared that Dubai will take destination storytelling to a new level with the new production and present itself 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.

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