Dubai launches global campaign starring Jessica Alba and Zac Efron

Dubai - Directed by Craig Gillespie, campaign showcases Dubai as the ultimate cinematic backdrop in a series of thematic trailers

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

Dubai Presents — filmed by Director’s Guild award-winning director Craig Gillespie of recent Cruella movie fame — takes a unique perspective to global destination advertising, using a highly stylised movie trailer approach to create engaging content, backdropped by some of Dubai’s most iconic landmarks and unique hidden locations.

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. Building on the hugely successful campaign film, ‘A Story Takes Flight’ released by Dubai Tourism in 2019 and featuring Gwyneth Paltrow, Kate Hudson and Zoe Saldana; this new campaign will see more than 2,000 assets released in 27 countries across 16 languages via cinema, print, broadcast, out of home, digital and social media channels.

Dubai recently marked a year since it reopened its doors to international travellers. Data from Dubai Tourism shows that the city welcomed 4.1 million overnight visitors in a 12-month period from July 2020 to June 2021. This figure underscores the leading role that Dubai continues to play in global tourism recovery offering a safe, appealing, and memorable experience for travellers. 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 reopen its markets and businesses, and continues to stay open. The gradual implementation of a multi-phase recovery programme saw Dubai opening for domestic tourists in May 2020 and international tourists in July 2020. The UAE also has one of the world’s highest per capita vaccination rates.

Issam Kazim, CEO, Dubai Tourism commented: “Premiering with the Spy-Action trailer, this latest campaign weaves the art of cinema to showcase Dubai as a truly multifaceted city. 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 realise 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. In this landmark year of Expo 2020 and the UAE’s Golden Jubilee, Dubai Presents invites the world to join us as we showcase the best of the city’s offerings, world-class experiences and infrastructure for global travellers and residents alike, cementing its global appeal as the best city in the world to live in, work and visit.”